5100西藏冰川天然矿泉水整合营销传播策划

中国传媒大学硕士学位论文 摘 要

5100西藏冰川天然矿泉水整合营销传播策划

序言

快速消费市场不断增加，其快速消费品已经成为当前最有发展前途的行业之一，产品跟新速度快，行业进入壁垒低，消费需求旺盛。由于我国消费市场潜力绝大，似的国外企业纷纷进入快速消费领域，行业竞争逐渐白热化。在需求旺盛，竞争激烈的背景下，将行业内独树一帜，获得较好的品牌效果，巩固市场地位，不断跟新产品迅速扩大消费，是所有消费企业面临的问题。5100是我国高端矿泉水市场的新兴成员，尽管5100矿泉水水质保持稳定，但是品牌占有率不高，市场份额进展缓慢，开发市场势在必行，新业务的发展对企业未来的发展至关重要。本文需要对5100发展就行可行性研究，利用整合营销尝试解决5100内部的各种问题。结合企业自身条件，选定目标市场、细分试产以及产品定位，确定产品和品牌市场定位，提出该品牌的整合营销方案。特别是通过整合营销来降低企业的运行成本，太高市场占有率，5100在我国高端矿泉水市场发展为研究对象，以实现整合营销为目的，主要三个方面进行研究：一是进行市场开拓的可行性研究，二是对产品进行市场定位，三是对产品进行整合营销。通过这几个方面的分析和论述，结合市场情况采取品牌定位、营销战略以及整合营销。给其他试图在中国南方发展的饮用水企业一些启示。其次准确的定位品牌，有效的营销组合，从而能够使得企业在营销策略上去的突出的成绩。通过明确的定位，以此作为营销组合的基础，以顾客需求为导向，认真分析市场，获得较好的整合效果。着重分心矿泉水定位可能遇到的问题，通过产品竞品分析、竞争定位、市场选择以及市场细分，来制定行的整合营销方案。最后将定价、渠道营销和产品策略，促销组合在高端矿泉水营销中大胆尝试。期望通过5100整合营销方案研究和分析能够为高端矿泉水营销提供有益的参考。

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中国传媒大学硕士学位论文 摘 要

摘 要

在瓶装水行业高速发展的时期，大多问题都被掩盖，到处是歌舞升平，欣欣向荣的景象。而当这种发展趋于平稳时，问题逐步显现。其中营销手段落后,是丞待解决的课题之一。

本文拟通过整合营销传播手段,对5100西藏冰川矿泉水进行战略策划，力图使其在营销方面有新的发展。针对瓶装水行业民族品牌的营销策划，对当前瓶装水行业的品牌营销建设、企业实践、个人成就都较有价值。以理论结合实际、务实求新为原则，从整合营销传播的战略出发，以期为民族品牌的营销战略提供具有现实意义的参考。

策划方法多元，学科交叉。本次策划主要运用了理论分析、比较分析、调查研究等各种方法，综合消费者行为学、战略管理学、市场营销学等学科理论，力图对5100西藏冰川矿泉水的整合传播策划有一个较全面的认知。

关键词：整合营销；消费评价；消费行为分析

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中国传媒大学硕士学位论文 ABSTRACT

Integrated Marketing & Communications Strategy on

5100 Tibet Mineral Bottled Water

ABSTRACT

During the high-speed development period, most problems are hidden and everywhere is a thriving scene in the bottled mineral water industry. However, when the development becomes steady, problems gradually appear. Among them, the backward marketing strategy is one of the topics that to be solved.

This paper, by means of integrated marketing communications, is to set up strategic marketing plan for 5100 Tibet mineral water. And it aims to help the brand march on new developments in the marketing. Based on the domestic brand construction in the bottled water industry, the author dedicated on the contributions to marketing planning, brand constructions and business practices for domestics industries, as well as personal achievement. With more than ten years experience in the field of sales, marketing and project management, the author also wants to provide a practical reference for the growth of the domestic industries.

It involves lots of research methods in this paper, such as theoretical analysis, consumer behavior, clients surveys, strategic management, marketing and other disciplines theory, etc. To sum up, it tries to have a more comprehensive cognition on the subject.

Key words： Integrated marketing; Consumption evaluation；Consumer behavior

analysis

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中国传媒大学硕士学位论文 目录

目录

摘 要 ...................................................................................................................................................... II ABSTRACT .......................................................................................................................................... III 第一章 环境分析 ................................................................................................................................... 3

1.1瓶装饮用水的行业分析 .......................................................................................................... 3

1.1.1瓶装饮用水的市场现状 .............................................................................................. 3 1.1.2瓶装饮用水的发展趋势 .............................................................................................. 4 1.1.3中国高端矿泉水市场分析 .......................................................................................... 4 1.2西藏冰川矿泉水的公司简介 .................................................................................................. 5 1.3矿泉水市场的供需状况 .......................................................................................................... 6 1.4 5100西藏冰川天然矿泉水的现有问题 ................................................................................ 7 第二章 国内矿泉水市场的竞争分析 ................................................................................................... 8

2.1国内矿泉水品牌的认知度及其特点 ....................................................................................... 8

2.1.1品牌区分模糊，缺少基本常识 .................................................................................... 8 2.1.2品牌消费严重不足，中西品牌差距悬殊 .................................................................. 10 2.2高端矿泉水的市场知名度 ..................................................................................................... 11 2.3高端矿泉水的品牌利益及消费者评价 ................................................................................. 12 2.4竞品的综合分析及评价 ......................................................................................................... 13

2.4.1综合分析 ...................................................................................................................... 13 2.4.2竞品评价 ...................................................................................................................... 15 2.5 5100西藏冰川矿泉水的SWOT分析 .................................................................................... 16

2.5.1优势分析 ...................................................................................................................... 16 2.5.2劣势分析 ...................................................................................................................... 16 2.5.3机会 .............................................................................................................................. 17 2.5.4威胁 .............................................................................................................................. 17

第三章 市场细分和目标选择 ............................................................................................................. 19

3.1市场细分 ................................................................................................................................. 19

3.1.1行为选择 ...................................................................................................................... 19 3.1.2消费心理 ...................................................................................................................... 22 3.2市场的选择 ............................................................................................................................. 23

3.2.1人口细分 ...................................................................................................................... 23 3.2.2地理细分 ...................................................................................................................... 24 3.2.3消费心理上 .................................................................................................................. 24 3.2.3消费行为细分 .............................................................................................................. 25

第四章 客户分析 ................................................................................................................................. 25

4.1消费行为分析 ......................................................................................................................... 25 4.2消费预期 ................................................................................................................................. 27 4.3忠诚客户、竞争者客户、摇摆客户 ..................................................................................... 28 第五章 定位分析 ................................................................................................................................. 30