农夫山泉股份有限公司营销策略研究分析 市场营销专业VIP专享VIP免费

摘要改革开放30年来,民营经济克服了基础薄弱和先天不足等劣势,已成为国民经济的重要组成部分,已成为国民经济中最为活跃的经济增长点。客观地说,民营企业的发展正从发展初期向发展中期转变,向着更合理、更科学的方向发展。民营企业的发展与我国取得的经济成就密不可分,已成为国民经济的重要组成部分。随着经济全球化的发展，企业的发展战略和经营理念发生了重大的变化，引入的市场竞争机制使得农夫山泉从卖方市场转到了买方市场，现如今，摆在农夫山泉股份有限公司面前的难题是：进入了竞争激烈的市场中，应该采取合适的营销战略来重新保持企业的良好的发展势头，并在国民经济中发挥更大的作用。根据市场经济中的竞争理论得出，营销策略在农夫山泉发展中显得尤为重要。2003年农夫山泉的销售额比去年同期增长了近4倍，由2002年的1亿多元猛增至6亿元，并以迅雷不及掩耳之势冲出广东，2004年，尽管企业不断扩大产能，但仍供不应求，订单如雪片般纷至踏来，全年销量突破10亿元，以后几年持续高速增长，2009年销量突破170亿元大关。本文正在此意义上对农夫山泉股份有限公司的发展历史、公司营销现状、存在问题进行了探讨，并就农夫山泉股份有限公司营销策略的发展瓶颈给出了几点粗略的建议。关键词：企业成长公司发展营销策略ResearchonthemarketingstrategyoffarmerspringLimitedbyShareLtdAbstract30yearsofreformandopeningup,theprivateeconomicfoundationisweakandovercomedisadvantagebecongenitallydeficient,hasbecomeanimportantpartofthenationaleconomy,thenationaleconomyhasbecomethemostactiveeconomicpointofgrowth.Sayobjectively,thedevelopmentofprivateenterprisesaremedium-termdevelopmentfrominfancytoshift,towardamorerational,morescientificdirection.WiththedevelopmentofprivateenterprisesinChina'seconomicsuccessisinseparable,hasbecomeanimportantpartofthenationaleconomy.Withthedevelopmentofeconomicglobalization,theenterprise'sdevelopmentstrategyandmanagementideaproducedmajorchange,introducingmarketcompetitionmechanismmakesthefarmermountainspringfromseller'smarkettoabuyer'smarket,now,beforefarmerspringLimitedbyShareLtdbeforetheproblemis:intothefiercecompetitioninthemarket,shouldadoptappropriatemarketingstrategiestomaintainthegoodmomentumofdevelopment,inthenationaleconomyandplayagreaterrolein.Accordingtothecompetitioninmarketeconomytheory,marketingstrategyinthespringfarmerdevelopmentisparticularlyimportant.2003springsalesthanthesameperiodlastyearincreasednearly4times,from2002100000000multivariatesoaredto600000000yuan,andthesuddennessofathunderboltoutofGuangdong,2004,althoughthecompanycontinuedtoexpandproductioncapacity,butstillshort,orderslikethesnowflakecomecontinually,annualsalesexceeded1000000000yuan,afteryearsofsustainedhigh-speedgrowth,2009salesof17000000000yuanmarkabreakthrough.ThisisthemeaningoffarmerspringLimitedbyShareLtd'sdevelopmenthistory,thecompanymarketingpresentsituation,theexistingproblemswerediscussed,andthefarmerspringLimitedbyShareLtdmarketingstrategydevelopmentbottleneckgivessomegeneralrecommendations.Keywords:BusinessdevelopmentCompanydevelopmentmarketingstrategy目录摘要...............................................................IAbstract..............................................................II1引言.................................................................12相关概念阐述.........................................................13农夫山泉股份有限公司营销策略现状.....................................43.1农夫山泉股份有限公司简介......................................43.2农夫山泉股份有限公司营销现状及业务完成情况....................54农夫山泉股份有限公司营...