国内外矿泉水品牌营销策略对比研究-以恒大冰泉和伊云为例_英语论文                        

Comparative Research on the Market Strategies of Domestic and Foreign Mineral Water Brand —Taking the Evergrand Spring and the Evian as Examples    

摘要

随着人们生活水平日益提高，人们逐步重视对健康水的诉求。高端矿泉水正是以其纯净、富含丰富的矿物元素成为了人们首选饮品之一。从国内情况来看，高端矿泉水品牌虽多，但市场推广结果并不是很理想，其中典型的代表就是恒大冰泉。在2013年，恒大集团借亚冠夺冠推出恒大冰泉，正式对外宣布进军高端矿泉水市场。而作为国外高端矿泉水品牌的代表—法国依云，在进入中国市场的三十年来，一直占有着相当大的市场份额。它这样的市场推广结果与它们的营销策略是分不开的。

本文先简单介绍恒大冰泉和伊云两个品牌，了解它们的发展历程, 接着研究国内外瓶装矿泉水市场的现状，讨论并分析瓶装矿泉水市场现存的优劣势。同时从市场定位，广告和广告语以及产品包装三个方面对比分析恒大冰泉和依云在营销策略上存在的差异。最后本文将结合国外矿泉水品牌的成功经验，为国内矿泉水品牌提出意见和建议，以期给国内高端矿泉水带来更大的市场。

关键词：营销策略  恒大冰泉  依云  矿泉水

Abstract

As their living standards soar, people attach great importance to the healthy water. It is its purity and rich mineral elements that make the high-end mineral water become one of the preferred drinks in people's daily life. Domestically, although there are numerous high-end mineral water brands, their performance is not very satisfactory among which the typical example is the Evergrand Spring. After gaining the championship in AFC (Asian Football Club) Champions League in 2013, Evergrand Group launched the Evergrand Spring, officially announcing to enter the high-end mineral water market. However, internationally, the Evian, a French mineral water brand, has been occupying a considerable market share in China for 30 years after it entered Chinese market. It goes without saying that different performances are closely related to their marketing strategies.

This thesis, first of all, makes a brief introduction of the two brands to give readers a general idea of their development courses, and then studies the present situation of mineral water market in China and Europe to figure out present advantages and disadvantages. Meanwhile this paper makes a comparative analysis of the marketing strategies of the two brands from three aspects: market positioning, advertisement and slogans and product packaging. Lastly, with the combination of the successful experience of foreign mineral water, this thesis puts forward its suggestions for Chinese high-end mineral water brands so as to find a bigger market for domestic high-end mineral water brands.

Key words: marketing strategies  Evergrand Spring  Evian  mineral water

Contents

Chapter 1 Introduction 3

1.1 Definition of Mineral Water 3

1.2 Introduction to the Evergrand Spring 3

1.3 Introduction to the Evian 4

Chapter 2 The Present Situation of Mineral Water Market in China and Europe 5

2.1 Chinese Mineral Water Market 5

2.2 European Mineral Water Market 5

Chapter 3 Comparative Research on Marketing Strategies of the Evergrand Spring and the Evian 7

3.1 Market Positioning 7

3.2 Advertisement and Slogans 8

3.3 Product Packaging 10

Chapter 4 Suggestions on Chinese Mineral Water Companies 13

4.1 Problems Existing in Chinese Mineral Water Companies 13

4.2 Suggestions on Chinese Mineral Water Companies 13

4.2.1 Focusing on Advertising 13

4.2.2 Building Brand Connotation 14

4.2.3 Broadening Distribution Channels 14

4.2.4 Returning to the Core Selling Points 15

4.2.5 Setting up a Universal Applicable Criterion 15

Chapter 5 Conclusion 17

Acknowledgments 18

References 19