摘要：我国经济的迅猛发展使得居民生活水平得到了提高,居民的消费水平也日渐增长,人们对水的要求不再只是单纯的解渴，而是追求更高品质的饮用水，这促使越来越多的企业进入饮用水市场，一定程度上推动了饮用水市场的发展。在这个时代背景下，对于我国饮用水生产企业来说,饮用水市场正拥有着迅速发展的好时机。我国饮用水行业市场前景广阔，这也就意味着会面临各种挑战与机遇。饮用水行业竞争日趋激烈，农夫山泉要想在激烈的竞争中立于不败之地，必须结合企业自身优势,制定一个可执行性较高的营销策略,进而加强品牌建设,增强竞争力,抢占更多的市场份额。本文以 4C、SWOT、营销策划、市场营销学等理论为基础，分析农夫山泉饮用水在价格、促销、渠道方面面临的威胁与机会，存在的优势与劣势。分析农夫山泉在营销过程中出现的问题，最后,根据企业的实际情况和发展目标,提出适合企业发展的策略,努力实现企业利益最大化。并以此为鉴给我国饮用水行业营销工作的加强和改进提供一定的参考性建议。关键词：农夫山泉；消费群体；促销策略；AbstractWith the rapid development of China's economy, the living standard of residents has been improved, and the consumption level of residents has been growing. People's demand for water is no longer just to quench thirst, but to pursue higher quality drinking water, which makes more and more enterprises enter the drinking water market, and to a certain extent, promotes the development of drinking water market. Under the background of this era, for the drinking water production enterprises in China, the drinking water market is having a good opportunity for rapid development. China's drinking water industry has a broad market prospect, which means it will face various challenges and opportunities. The competition in drinking water industry is becoming increasingly fierce. If Nongfu mountain spring wants to be invincible in the fierce competition, it must combine its own advantages to develop a highly executable marketing strategy, and then strengthen brand building, ...
