本科论文 本科论文摘 要随着互联网时代的到来，广告营销模式发生了翻天覆地的变化。互联网广告以其受众覆盖广、投放成本低、投放便捷等优势受到广大企业的青睐，越来越多的企业开始利用互联网平台开展广告营销。农夫山泉公司是一家专业生产销售饮用水和饮料产品的公司经过多年的发展，逐步成为我国饮用水产品领先企业。但是随着怡宝、恒大冰泉、康师傅统一和百岁山等饮用水品牌的发展，国内饮用水市场竞争逐渐白热化。互联网时代下，受众接触媒介发生变化，接触媒介的时间、广告诉求和消费偏好都在改变，公司以往的广告营销渠道和方法已经不再适应于新时代的变化了。因此，本文站在互联网经济时代的背景下，利用问卷调查法、文献研究法等方法，深入研究了农夫山泉广告的营销策略，并且结合竞争对手的广告营销策略，有针对性的分析了农夫山泉公司广告营销中存在的问题提出了一系列的解决对策和建议，旨在进一步改善农夫山泉公司广告营销的效果，推动公司实现可持续发展。关键字：农夫山泉，饮用水，广告营销，营销策略本科论文AbstractWith the advent of the Internet era, the advertising marketing model has changed dramatically. Internet advertising, with its advantages of wide audience, low cost and convenient delivery, is favored by enterprises. More and more enterprises begin to use the Internet platform to carry out advertising marketing. Nongfu mountain spring company is a company specializing in the production and sale of drinking water and beverage products. After years of development, it has gradually become a leading enterprise of drinking water products in China. However, with the development of drinking water brands such as Yibao, Evergrande Bingquan, Master Kang, uni president and Baisui mountain, the competition in domestic drinking water market is becoming increasingly fierce. In the Internet age, the audience's contact with the media has changed, and the time of contact with the media, advertising demands and consumption preferences are changing. The company's previous advertising mark...
