摘要：近些年来，我国瓶装水行业得到了迅速的发展,越来越多的企业进入瓶装水行业。面对激烈的市场竞争,很多企业制定的营销策略不够完善。论文希望通过对恒大冰泉的营销策略分析，找出企业发展的不足，并提出解决问题的几点建议，希望可以帮助企业获得更大的发展。论文基于营销策略相关理论，对恒大冰泉的营销现状、营销环境进行分析，从产品营销策略、价格营销策略、渠道营销策略以及促销策略等方面研究了恒大冰泉的组织市场、消费者市场的营销策略，通过研究营销策略相关理论和分析恒大冰泉的市场表现，找出其营销策略在消费者市场和组织市场的不足，并进行改进。通过对恒大冰泉的营销策略的分析研究，对于其它企业的发展提供了有效的参考。43752

毕业论文关键词：恒大冰泉；市场营销；营销策略

 Marketing strategy analysis of Hengda ice fountain

Abstract: In recent years, the bottled water industry has been developed rapidly in our country, more and more enterprises got into it. However, in this ferocious competition, many of the enterprises just made the imperfect marketing strategies. Therefore, through the analysis of marketing strategies of the company of Ever grand ice spring, my paper hopes to find out the shortcomings of enterprise development and puts forward the suggestions to solve the problems. So that it can help enterprises to gain the further development. Based on the theory of marketing strategies, this paper will analyze the marketing present situation and environment of the company of Ever Grande ice spring, and it will analyze the organizational market and consumer market from product, price, channel, and sale promotion the four strategies. And according to the study of the relevant marketing strategies and the analysis of the market performance of the company of Ever grand ice spring, it can find out the deficiency of the consumer and organizational market and make improvement. In addition to this, through the study of marketing strategies, it can provide effective reference for other enterprise’s development. 

Key words: Hengda ice fountain; Marketing; Marketing strategy   

目    录

摘  要 1

Abstract 1

一、恒大冰泉营销现状分析 2

（一）恒大冰泉简介 2

（二）恒大冰泉的市场营销策略 3

二、恒大冰泉营销环境 4

（一）恒大冰泉外部环境分析 4

（二）恒大冰泉的内部营销环境环境分析 5

（三）SWOT分析 6

三、恒大冰泉营销策略存在的问题及原因分析 7

（一）恒大冰泉营销策略存在的问题 7

（二）恒大冰泉营销策略存在的问题原因分析 8

四、恒大冰泉营销策略的改进 8

（一）产品策略的改进 8

（二）价格策略的改进 9

（三）定位策略的改进 9

（四）渠道策略的改进 10

五、对其他企业的启示 10

（一）对其他企业产品包装的启示 10

（二）对其他企业产品定位的启示