I牡丹江师范学院本科生毕业设计(论文)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II牡丹江师范学院本科生毕业设计(论文)AbstractIn recent years, China's packaging drinking water market is booming, and the major bottled drinking water manufacturers are facing fierce competition and marketing methods emerge in endlessly. With the continuous capital injection of domestic and foreign capital market and the trend of high-end drinking water market developing, the bottled drinking water industry is facing a far-reaching industry reshuffle and market elimination. In many business C'estbon bottled water works, has made remarkable achievements, three years from the sixth market share jumped to the first place. In the market positioning, C'estbon drinking water and no water so vigorously propaganda like other manufacturers, but the choice of cultural marketing, with pure propaganda and become an independent school, set up in the way of public image. Further analysis of the marketing situation,C'estbon's marketing combination problems of diversity, and points out some problems in C'estbon's marketing mix and gives some suggestions. Keywords:C'estbon;STP;humanistic marketing and network channelIII牡丹江师范学院本科生毕业设计(论文)目 录第 1 章 绪论...........................................................1 1.1 研究背景.......
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