Marketing Strategy Analysis And Optimization Design Of Evergrande Bingquan

In recent years,with the rapid development of China's economy,the overall living standards of Chinese people have been continuously improved,and the concept of consumption has undergone great changes.People have begun to pursue health,safety,convenience,and speed,and the consumption of Chinese people is constantly upgrading.In this large background,the mineral water industry is rising at an alarming rate.Mineral water has become an indispensable consumption in people's lives.Therefore,the mineral water industry has broad prospects for development and people's demand for mineral water.Will continue to increase.At the same time,more and more companies are entering the mineral water market,and the market competition is becoming increasingly fierce.How to formulate an effective marketing strategy to stand out from the competition has become an important issue for every mineral water enterprise.This paper takes Evergrande Spring as the research object in the domestic marketing strategy,uses relevant theories in marketing,adopts various analysis methods such as PEST,SWOT,STP,etc.,and finds problems in the marketing strategy of Evergrande Spring through comparison with other successful brands.In response to these problems,combined with the marketing case of other mineral water brands,I proposed specific marketing strategy optimization recommendations to Evergrande Spring.In the bottled mineral water consumption market,Evergrande Spring must develop a flexible marketing strategy based on the consumer's own situation and around the consumer demand of different customers.In terms of product strategy,Evergrande Spring should focus on product quality,strengthen product innovation and research and development,open up innovative categories,enhance product packaging charm,improve its product differentiation capabilities,and transform products from the mid-market to the middle and high-end markets.In terms of product price strategy,the mid-end mineral water should adopt the market following strategy and adjust the price according to the market competition flexibly;the high-end mineral water shouldimplement the high-quality and high-price strategy to enhance the enterprise profit by enriching the product value,product culture and other products with added value.In terms of marketing channel strategy,Evergrande Spring should deepen the channel terminal,do a good job in the management of dealers,and develop network sales channels while optimizing distribution channels.In terms of promotion strategy,Evergrande Spring should make rational use of advertising communication,adopting the diversified promotion methods of public media and offline stores to make Evergrande Spring closer to consumers.In terms of brand strategy,Evergrande Spring should implement a multi-brand strategy based on the positioning of its products,and to clarify the positioning of these brands,to give the corresponding brand culture,to occupy different levels of the consumer market,to cultivate a group of loyal middle and high-end consumer groups,thereby increasing market share and expanding product sales.