A Study On The Marketing Strategy Of "Changbai Shan Tian Quan"

The total consumption of bottled water industry in China by 18% a year on average proportion increased rapidly,yield and profit of bottled water consumption increased year by year,although the total number of China in 2013 to more than 1 billion liters of achievements,to become the world's bottled water consumption in the first,but the per capita consumption is still less than the world per capita consumption of 1/3,that the bottled water market while at the stage of rapid development,but not saturated,there is still great market space for development.The industry due to high degree of homogeneity of products,high-end mineral water marketing more need a variety of marketing strategies to achieve its brand value,there have been numerous examples,including Hengda ice springs brand is because of the lack of systematic marketing strategy,resulting in the failure of marketing.In this paper,through in-depth study of the "Changbai Mountain spring" high-end mineral water marketing strategy,were analyzed by means of market investigation,hope that through the study of brand positioning,product quality,sales strategy and channel strategy,packaging and other aspects,so as to help the brand to enter the market quickly,open the high-end bottled water consumption,enhance the brand influence,among the ranks of the high-end mineral water can play a role in drawing.According to the "Changbai Mountain spring" as the research object,from the theory,find the practical basis,and through investigation,and 300 random questionnaire data support,through the combination of theory and practice,STP product positioning analysis,design a new marketing strategy to enter the high-end brand 4Ps the specific market,which includes the product packaging design,brand culture building,data support and expand sales channels,to help the brand quickly enter the high-end bottled water industry.In a word,through the combination of theory and practice,summed up the "Changbai Mountain spring" high-end mineral water present marketing problems,puts forward some corresponding suggestions,provide reference opinions and suggestions for the brand into the high-end mineral water market.