Research On High-end Brand Promotion Strategy Of Echo Mineral Water

With the rapid rise of China’s economy in recent years,the bottled water industry has ushered in a blowout growth.The growth rate has exceeded 80%for many years.my country also firmly occupies the world’s largest consumption volume with an annual consumption of more than one billion liters.The drinking bottled water market has become a veritable first consumer market.However,there is also a certain gap.The per capita holdings only reach 30%of the world’s per capita holdings,which indirectly proves the huge development potential of this market.There are thousands of large and small enterprises in this industry in China,but the biggest problem is that the products are highly homogenized,the degree of differentiation between products is very limited,and the difference between the so-called high-end products and low-end products is very small.Indirectly,it is difficult for high-end products to go to the high-end market.Many products on the market that used to focus on high-end brands have eventually become mediocre.By studying the high-end marketing strategy of Aike bottled water,using questionnaires and field research,and using scientific and meticulous basic knowledge of management,this paper conducts in-depth research and discussion on product,price,distribution and promotion and other dimensions,and finds out Problems that may exist on the high-end product route,and solve the problems,provide necessary theoretical support and data support for the follow-up business development of the company,and at the same time,it can give certain reference and reference for the future business development and marketing strategies of the same type of enterprises significance.Aike Beverage Co.,Ltd.was established in 2018.Its production base is located in the national water source core protection area of Jingyu County,Baishan City,Jilin Province.Its products are mainly high-end bottled water,and diversified product lines such as juice and beverages are developed.The company In line with the corporate responsibility and social mission of "allowing everyone to drink healthy water",it has been widely praised by the market as soon as it was launched.At present,the company’s bottled water product sales market is mainly in Liaoning Province,mainly for enterprises and institutions,major events,large-scale conferences,etc.Its advantage is that it can quickly and effectively occupy the market and provide prerequisites for the development and growth of enterprises.There are certain limitations.Relatively low prices must mean lower profit levels.At the same time,the market development potential is low.It is easy to reach saturation for specific markets.Therefore,enterprises should seek and develop some new development directions and ideas..The first part of the thesis is the introduction,which is mainly about the proposition and significance of the problem and the research methods used;the second part is the theoretical basis and literature review,in which the theoretical basis part systematically expounds the 4P theory and its development and STP theory,which is the basis for the thesis.The literature review section lists two important aspects of "high-end bottled water" by consulting relevant materials,that is,the past research of domestic and foreign scholars on the two levels of"high-end" and "bottled water industry".The content can be used as a good reference;the third part is the analysis of the current situation of enterprise marketing,which introduces the basic situation of the enterprise and the current situation of marketing respectively.Dimension and the three dimensions of STP theory are comprehensively analyzed to analyze the problems faced by Aike bottled water;the fourth part is the optimization of enterprise marketing strategy,which is mainly through the four dimensions of 4P theory,aiming at the current situation and the face of the enterprise.The problems of the paper are optimized and adjusted respectively,and strive to continuously improve the enterprise marketing strategy systematically and scientifically;the fifth part is the research conclusion and prospect of the paper,which mainly summarizes and summarizes through the four dimensions of the 4P theory.In summary,the article adopts the method of combining theory and practical application,summarizes and summarizes the problems faced by Aike bottled water in the current stage of sales,and gives specific solutions for the brand to enter high-end bottled water.The market has put forward highly feasible opinions and suggestions.