哈尔滨商业大学毕业论文哈尔滨商业大学毕业论文哈尔滨商业大学毕业论文五五大大连连池池泉泉山山矿矿泉泉水水品品牌牌发发展展策策略略 WuDaLianChi Quanshan mineral water brand development strategy学 生 姓 名 指 导 教 师 专 业 学 院 2007 年 6 月 14 日哈尔滨商业大学毕业论文I摘 要五大连池矿泉水是世界三大冷泉之一，因品质优良、营养丰富、口感独特而闻名。但是，20 多年来五大连池矿泉水基本处于低水平的开发状态，市场拓展十分有限，与其齐名的法国维希矿泉水年市场销售额高达 300 亿美元。当地各级政府对五大连池矿泉水的开发寄予厚望，采取了许多措施进行支持，五大连池矿泉水被列为黑龙江省“十五”期间重点扶持的惟一世界级品牌。2000 年至今一些大企业曾相继投资进行五大连池矿泉水的开发，如省电力局、哈飞公司、阿钢、浙江民营企业金义集团等等。然而由于诸多因素，这些企业在五大连池没有获得大的发展，有的很快就退出。2006 年哈药集团资金的强势注入，使五大连池矿泉水又有了新的发展契机。针对当前的营销状况，结合国内外矿泉水市场发展趋势及特点，提出五大连池矿泉水品牌发展策略营销方案，包括积极进行融资工作，解决资金短缺问题。营销战略应以北京市场为突破重点，树立知名品牌形象，早日成为“国水” 。营销策略主要包括增加产品系列，改善包装，合理定价，选择优秀的经销商，广告以创造品牌形象为主等内容。要引进高水平管理营销人才，加强营销管理等。关关键键词词：五大连池矿泉水、矿泉水营销、矿泉水品牌营销哈尔滨商业大学毕业论文IIAbstractWuDaLianChi mineral water is world one of three big cold springs, because of excellent in quality, the nutrition is rich, the feeling in the mouth uniquely is well-known. But, 20 for many years WuDaLianChi mineral water basically has been at the low level the development condition, the market development is extremely limited, if shares the honor the French Vichy mineral water year market sales volume reaches as high as 100 billion dolllar. Local all levels of governments place the great expectations to WuDaLianChi mineral water development, took many measures to carry on the support, WuDaLianChi mineral water is listed as the Heilongjiang Province period of the first five-year plan key support only world-class brand. In 2000 until now some big enterprises once one after another invested carry on WuDaLianChi mineral water the development, like the province electric power bureau, HAFEI AUTOMOBILE GROUP, ,ACHENG STEEL AND IRON GROUP, ZHEJIANG JINYI GROUP.However as a result of many factors, these enterprises has not obtained the big development in WuDaLianChi, some very quickly on withdrawal. In 2006 Kazak medicine group fund poured into, enable WuDaLianChi mineral water also to have the recent development turning point. In view of the current marketing condition, unifies the domestic and foreign mineral water market development tendency and the characteristic, proposed WuDaLianChi mineral water brand development strategy marketing plan, including positively carries on the financing work, the solution fund short question. The marketing strategy should take the Beijing market as the breakthrough key, sets up the well-known brand image, soon will become “the country water“. The marketing strategy mainly includes the increase product series, the improvement packing, the reasonable fixed price, chooses the outstanding dealer, the advertisement creates the brand image primarily to wait for the content. Must introduce the high level management marketing talented person, strengthens the marketing management and so on.Keywords：WuDaLianChi mineral water, mineral water marketing, mineral water rand marketing哈尔滨商业大学毕业论文目 录 摘 要.I Abstract.II 1绪论 .11.1 研究背景.11.2 论文研究的目的和意义.21.2.1 研究的目的.21.2.2 研究的意义.2 2五大连池矿泉水发展现状 .32.1 五大连池矿泉水开发现状.32.2 竞争现状分析.32.3 矿泉水行业发展前景.42.3.1 国际市场发展趋势.42.3.2 国内市场概况及发展趋势.5 3 五大连池矿泉水企业品牌营销策略其存在的问题.63.1 企业自身分析.63.1.1 企业优势.63.1.2 企业劣势.63.2 产品策略及其存在的问题.73.2.1 产品自身特性把握不准.73.2.2 目标市场针对性不足.73.3 价格策略及其存在的问题.