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| The Analysis of the Networking Marketing Strategy of Nongfu Spring in the Internet Era 【摘要】 中国饮料行业是改革开放以来发展起来的新兴行业，是中国消费品中的发展热点和新增长点。30年来，饮料行业不断地发展和成熟，逐渐改变了以往规模小、产品结构单一、竞争无序的局面，饮料企业的规模和集约化程度不断提高，产品结构日趋合理。中国饮料在品牌方面的发展成果显著，全国性品牌已有十几家，五类产品中22个品牌被评为中国名牌。 农夫山泉是中国发展最快的本土饮料品牌，连续八年在瓶装水市场份额保持第一，是全球第二大瓶装饮用水供应商，并且在其他类别的饮料市场，茶饮料产品、功能饮料产品以及果汁饮料产品也均位列前三。 本文以农夫山泉为研究对象，研究农夫山泉通过SWOT分析自身的优势和劣势、所面临的机遇和威胁，运用4Ps理论制定出符合农夫山泉自身的营销方案。通过多元化和差异化的产品策略、线上线下售价差异和线上组合式销售的价格策略来稳定他的市场份额，通过建立线上线下的渠道策略来保证农夫山泉再中国的覆盖率，以及利用互联网所制定了基于赞助、名人影响力、社交平台、品牌联名和电商的网络营销策略，保障了农夫山泉能够在激烈的饮料市场的竞争中保持自身独特的竞争力，提高农夫山泉的知名度和营业利润。 【关键词】营销策略；农夫山泉；SWOT分析；4P分析 The Analysis of the Networking Marketing Strategy of Nongfu Spring in the Internet Era [Abstract] China's beverage industry is an emerging industry that has developed since the reformand opening up, and is a hot spot and new growth point in China's consumer products. Over the past 30 years,the beverage industry has continued to develop and mature, which has gradually changed the previous situation of small scale, single product structure, and disorderly competition. The scale and intensification of beverage companies have continued toincrease, and the product structure has become increasingly reasonable. The development of Chinese beverage brands has achieved remarkable results.There are more than a dozen national brands,and 22 of the five types of products have been rated as Chinese famous brands. Nongfu Spring is the fastest-growing local beverage brand in China and the second largest supplier of bottled drinking water all over the world. In addition, Nongfu Spring has maintained the No.1 market share in bottled water for eight consecutive years,and in the beverage market of other categories,tea beverage products, functional beverage products and juice beverage products are also among the top three. This article takes Nongfu Spring as the research object,studies Nongfu Spring through SWOT analysis of its ownadvantages and disadvantages, opportunities and threats it faces, and uses 4Ps theory to formulate a marketing plan in line with Nongfu Spring. By formulating diversified and differentiated product strategies,online and offline price differences,and online combined sales price strategies, Nongfu Spring can achieve the goal of stabilizing market share. By establishing online and offline channel strategies to ensure the coverage of Nongfu Spring in China. In addition, Nongfu Spring uses the Internet to develop network marketing strategies based onsponsorship, celebrity influence, social platforms, brand co-branding, and e-commerce,ensuring that Nongfu Spring can maintain its unique competitiveness in the fierce competition in the beverage market and it also improves the visibility and operating profit of Nongfu Spring. [Key Word] Marketing Strategy; Nongfu Spring; SWOT Analysis; 4P Analysis CONTENT Abstract in Chinese i Absract in English ii Chapter 1 Introduction 3 1.1.Background and Significance of the Research 3 1.2.Literature Review 4 1.3.Research Contents 6 Chapter 2 Introduction to the Theories 8 2.1 Introduction to SWOT Theory 8 2.2 Introduction to 4Ps Theory 9 Chapter 3 Introduction to Nongfu Spring and its SWOT Analysis 11 3.1 Introduction to Nongfu Spring 3.1.1 Background of Nongfu Spring 11 3.1.2 Development of Nongfu Spring 12 3.1.3 Introduction to the Products 14 3.2 SWOT Analysis 15 3.2.1 Strengths 15 3.2.2 Weaknesses 19 3.2.3 Opportunities 21 3.2.4 Threats 23 Chapter 4 4Ps Marketing Strategies Analysis of Nongfu Spring 25 4.1 Production 25 4.1.1 Product Diversification Strategy 25 4.1.2 Product Differentiation Strategy 26 4.2 Price 27 4.2.1 Online and Offline Price Difference Strategy 27 4.2.2 Online Portfolio Sales Strategy 28 4.3 Place 29 4.3.1 Offline sales channels 29 4.3.2 Online sales channels 30 4.4 Promotion 31 4.4.1 Internet Marketing Based on Sponsor 31 4.4.2 Internet Marketing Based on Celebrity Influence 32 4.4.3 Internet Marketing Based on Social Platforms 33 4.4.4 Internet Marketing Based on Brand Co-branding 34 4.4.5 Internet Marketing based on Livestream 35 Chapter 5 Enlightenments 37 5.1 Interactive Marketing 37 5.2 Differentiated Marketing 38 Chapter 6 Conclusion 40 |
