Research On Marketing Strategy Of "Hengda Ice Spring" Series Products

On November 9,2013,China's real estate giant Evergrande Group invested heavily in the creation of “Hengda Ice Spring” natural mineral water with the help of Guangzhou “Hengda Football” at the peak of the “AFC Champions”.The explosive publicity effect has been achieved,making Evergrande Ice Spring a rising star in the Chinese mineral water market.Evergrande Ice Spring,the lucky one born with the "Golden Key",has attracted the attention of countless people since its inception,and has vowed to win a place in the Chinese mineral water market.However,after several years of operation and operation,Evergrande Bingquan's market answer was unsatisfactory.As of May 2016,the accumulated loss of “Hengda Ice Spring” natural mineral water has reached nearly RMB 4 billion..Based on the analysis of the problems and shortcomings of Everlight Ice Spring's previous marketing strategies,this paper first analyzes the macro marketing environment of Evergrande Bingquan by using the PEST theoretical model,and then analyzes its micro-market environment from the perspective of marketing channels,and then uses SWOT.The analysis method explores the advantages and disadvantages,opportunities and threats of Evergrande Ice Spring,so that enterprises can more clearly define their own situation.Then the paper uses STP theory to carry out the market segmentation of Evergrande Ice Spring,find the target market and market positioning,and design and formulate the new marketing strategy of Evergrande Ice Spring based on the lessons learned before the analysis.From the perspectives of price,channel and promotion,the marketing strategy is fully and thoroughly elaborated,and through the implementation of adjustment and improvement of marketing organization,strengthening marketing control,establishing a first-class marketing team and other measures to provide guarantee for the smooth promotion of Evergrande's marketing strategy,in order to utilize The practical solution helps Evergrande Bingquan to win the market again and win the favor of consumers.Through the market defeat faced by Evergrande Ice Spring,this paper analyzes and summarizes the main problems arising from the marketing and operation of “Hengda Ice Spring” natural mineral water,and targets the “Hengda Ice Spring” natural mineral water.As well as the rationalization of the problems arising from the development and implementation of marketing strategies in mineral water production enterprises,in order to comply with the development trend of the Chinese mineral water market in the process of transformation and development,in order to optimize the marketing strategy of Evergrande Ice Spring,and Provide a certain reference for the development of other enterprises in the mineral water market.