题目：怡宝饮用水营销现状浅析摘要近年来，我国的包装饮用水市场蓬勃发展，各大瓶装饮用水厂商竞争激烈，营销手段层出不穷。随着国内外资本对饮用水市场的不断注资和饮用水市场不断朝高端化发展的趋势，瓶装饮用水行业正在面临一次影响深远的行业洗牌和市场淘汰。在众多的瓶装饮用水厂商中，怡宝取得了令人瞩目的成绩，三年以来从市场份额第五名跃升至第一名的位置。在市场定位上，怡宝饮用水并没有像其他厂商那样大搞水源地宣传战，而是选择了人文营销，以纯净的宣传独树一帜，以公益的方式树立形象。进一步剖析怡宝饮用水的营销现状，分析出怡宝的营销组合存在着一些问题并给出策略建议。关键词：怡宝；STP；人文营销；网络渠道AbstractInrecentyears,China'spackagingdrinkingwatermarketisbooming,andthemajorbottleddrinkingwatermanufacturersarefacingfiercecompetitionandmarketingmethodsemergeinendlessly.Withthecontinuouscapitalinjectionofdomesticandforeigncapitalmarketandthetrendofhigh-enddrinkingwatermarketdeveloping,thebottleddrinkingwaterindustryisfacingafar-reachingindustryreshuffleandmarketelimination.InmanybusinessC'estbonbottledwaterworks,hasmaderemarkableachievements,threeyearsfromthesixthmarketsharejumpedtothefirstplace.Inthemarketpositioning,C'estbondrinkingwaterandnowatersovigorouslypropagandalikeothermanufacturers,butthechoiceofculturalmarketing,withpurepropagandaandbecomeanindependentschool,setupinthewayofpublicimage.Furtheranalysisofthemarketingsituation,C'estbon'smarketingcombinationproblemsofdiversity,andpointsoutsomeproblemsinC'estbon'smarketingmixandgivessomesuggestions.Keywords:C'estbon;STP;humanisticmarketingandnetworkchannel目录第1章绪论...........................................................11.1研究背景........................................................11.2研究目的和意义..................................................11.3国内外研究现状...................................................21.3.1国外研究现状...................................................21.3.2国内研究现状.................................................21.4研究内容和方法..................................................3第2章研究的基本理论.................................................42.1营销基础理论....................................................42.2STP理论........................................................42.3本章小结........................................................5第3章怡宝饮用水营销现状分析.........................................63.1目前中国饮用水市场基本情况......................................63.2怡宝饮用水市场营销现状..........................................73.3怡宝饮用水的营销现状分析........................................93.3.1怡宝饮用水营销策略成功之处...................................93.3.2怡宝饮用水营销策略存在问题..................................103.4本章小结........................................................11第4章怡宝饮用水营销策略建议........................................124.1拓展怡宝产品库并抢占高档水市场.................................124.2拓展销售新渠道并建立天猫旗舰店................................124.3利用互联网宣传并发展粉丝经济...................................134.4发掘人文营销内涵并多形式人文营销...............................134.5本章小结.......................................................14结论..............................................................15参考文献............................................................16致谢......................................
