The Optimization Research Of The Marketing Strategy Of Quan Yangquan Mineral Water

With the pursuit of high quality life and the development of economic level in China,people's requirements for the quality of daily drinking water are also increasing.The market competition of bottled mineral water is becoming more and more intense.Only by constantly improving their strategies and developing an accurate and flexible marketing strategy can enterprises take a place in the fierce competition.With the improvement of people's awareness of drinking healthy water,domestic brand mineral water brands enter the international market,it indicates that the market demand of state-owned mineral water brand has great potential and development prospect.Quan Yangquan company's sales growth mainly depends on bring in new customers and old customers consumption habits,to tap deeper market resources of Northeast regional market,make Quan Yangquan become the first choice of the Northeast mineral water brand.This paper based on the marketing strategy related theory,combined with Quan Yangquan marketing status quo.To make the analysis by using porter's five-force model of competitive environment analysis and PEST analysis,finds that the company's marketing strategy has the following problems: The market positioning is not clear enough;new product development is weak;online channel development is not complete;lack of promotion strategy;the supervision of the sales channel is not enough and so on.Based on 4Ps,STP marketing mix theory.Researching on the optimization of marketing strategy for Quan Yangquan company,and put forward the optimization strategy suggestion from five aspects of product market positioning,product itself,channel,price and promotion.I suggest that continue to do the product segments,make market positioning,according to market segment and make reasonable price for the products are.I suggest to make the new product research and development at the same time,improving the product series,expand the scale of operation,improve the packing problem of existing products,attaches great importance to the brand effect.Channel strategy proposed to seize more markets,pay attention to develop a variety of business channels,will establish the strictly rules to control the channels to prevent the bad things happening.In the price strategy,suggest that different levels of product have different pricing strategy.Promotion strategy emphasizes the through different ways to do the promotion for company products and brand.Through the 4Ps and STP marketing combination theory to optimize the influence strategy from improve the marketing personnel training mechanism,improve dealer management,building corporate culture,total quality marketing,and cultivates enterprise core competitiveness to ensure implementation.This paper systematically reviews the marketing strategy of Quan YangQuan.There are both strategic framework and implementation methods,which can provide references for the strategy formulation of enterprises in the same industry.