康师傅瓶装水营销战略研究
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摘要
从二十世纪九十年代中期以来,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,瓶装水的一哄而上使得产品品质参差不齐,生产规模弱小难以达到规模经济,市场策略陈旧,企业创新意识淡薄。面对激烈的市场竞争,大多数企业感到营销资源的匮乏,缺乏处理营销要素关系的指导和运用。本文以康师傅矿物质水为主要研究对象,研究的主要目的是为康师傅瓶装水制定今后的营销战略,并对我国瓶装水行业的企业进行营销策略的改进提供借鉴。在研究方法上主要采用了“互斥模型”分析法、比较分析法、定性分析与定量分析相结合的方法。
首先,分析了国外瓶装水行业的发展现状,找出发达国家的借鉴之处。回顾了我国瓶装水行业的发展历程,以及对我国瓶装水的基本类型和市场营销特性进行了总结分析。
其次,研究了瓶装水行业主要竞争者及不同瓶装水产品的代表者:娃哈哈纯净水、农夫山泉天然水和康师傅矿物质水的营销战略。以康师傅矿物质水为主要研究对象,从行业宏观环境与集团内部环境进行分析;并采用“互斥模型”方法对其营销要素:产品、价格、促销、渠道所产生的作用力进行定性与定量分析,找出其面临的机会与威胁,自身的优势与劣势。
最后,围绕企业效益最大化的目标,从企业可提供的产品与价格着手扩大企业与消费者的对应面;结合渠道与促销推力,拉近消费者与企业产品之间的距离,以此两方面为理论依据,制定相应的策略,从而解决企业面临的营销问题。针对目前康师傅矿物质水面临的“水源问题”,本文在营销策略上增加了品牌危机管理策略,不仅强调了建立健全危机管理机制,更注重对品牌危机发生前的危机意识的强化。
Since the 1990s, bottled water industry of our country has gained fairly rapid development, more and more companies entered this industry, and this make the qualities of products were unfilled. The ranges of activities are small and weak and it is hard to reap economies of scale, market strategy is old fashioned, the awareness of innovation is thick. Faced with the intense market competition, many companies feel the shortage of marketing resources and guidelines and exert of marketing elements. The article take MasterKong as main object of study, the major purpose of the research is to make strategy plan for Master Kong bottled water, and to provide referential experience for our bottled water industry. In research method, the article mainly adopt marketing“Mutex Model”analysis、method of comparative analysis、qualitative and quantitative analysis.
First, the paper analyzes the current situation of bottled water market home and aboard. Reviewed the development history of our country and analyze the major types and sales characteristics of bottled water in our country.
Next, make a research of he main competitors and delegates’competition strategy in this industry: Wahaha, Farmer mountain spring and MasterKong. And make MasterKong as the main subject, analyze from industry macro environment and internal environment, and adopt marketing“Mutex Model”to analyze its marketing elements: Product、Price、Promotion and Place to find out its opportunities and threats, strengths and weaknesses.
In the end, focus on the goals of self-benefit maximization, expand the contact face between consumers and enterprises; expand the contact face between consumers and enterprises; combine the push power of Place and Promotion, to close the distance of products and consumers; take both sides as theoretical base, to formulate relevant marketing strategy, thus to resolve the marketing problems that companies faced. On account of MasterKong’s water source problems, the article add Brand Crisis Management strategy to marketing strategies. not only to emphasize establish and improve crisis management mechanism, but pay more attention to strengthen people’s crisis consciousness before crisis happened.
首先,分析了国外瓶装水行业的发展现状,找出发达国家的借鉴之处。回顾了我国瓶装水行业的发展历程,以及对我国瓶装水的基本类型和市场营销特性进行了总结分析。
其次,研究了瓶装水行业主要竞争者及不同瓶装水产品的代表者:娃哈哈纯净水、农夫山泉天然水和康师傅矿物质水的营销战略。以康师傅矿物质水为主要研究对象,从行业宏观环境与集团内部环境进行分析;并采用“互斥模型”方法对其营销要素:产品、价格、促销、渠道所产生的作用力进行定性与定量分析,找出其面临的机会与威胁,自身的优势与劣势。
最后,围绕企业效益最大化的目标,从企业可提供的产品与价格着手扩大企业与消费者的对应面;结合渠道与促销推力,拉近消费者与企业产品之间的距离,以此两方面为理论依据,制定相应的策略,从而解决企业面临的营销问题。针对目前康师傅矿物质水面临的“水源问题”,本文在营销策略上增加了品牌危机管理策略,不仅强调了建立健全危机管理机制,更注重对品牌危机发生前的危机意识的强化。
Since the 1990s, bottled water industry of our country has gained fairly rapid development, more and more companies entered this industry, and this make the qualities of products were unfilled. The ranges of activities are small and weak and it is hard to reap economies of scale, market strategy is old fashioned, the awareness of innovation is thick. Faced with the intense market competition, many companies feel the shortage of marketing resources and guidelines and exert of marketing elements. The article take MasterKong as main object of study, the major purpose of the research is to make strategy plan for Master Kong bottled water, and to provide referential experience for our bottled water industry. In research method, the article mainly adopt marketing“Mutex Model”analysis、method of comparative analysis、qualitative and quantitative analysis.
First, the paper analyzes the current situation of bottled water market home and aboard. Reviewed the development history of our country and analyze the major types and sales characteristics of bottled water in our country.
Next, make a research of he main competitors and delegates’competition strategy in this industry: Wahaha, Farmer mountain spring and MasterKong. And make MasterKong as the main subject, analyze from industry macro environment and internal environment, and adopt marketing“Mutex Model”to analyze its marketing elements: Product、Price、Promotion and Place to find out its opportunities and threats, strengths and weaknesses.
In the end, focus on the goals of self-benefit maximization, expand the contact face between consumers and enterprises; expand the contact face between consumers and enterprises; combine the push power of Place and Promotion, to close the distance of products and consumers; take both sides as theoretical base, to formulate relevant marketing strategy, thus to resolve the marketing problems that companies faced. On account of MasterKong’s water source problems, the article add Brand Crisis Management strategy to marketing strategies. not only to emphasize establish and improve crisis management mechanism, but pay more attention to strengthen people’s crisis consciousness before crisis happened.
引文
1赵亚利.前进中的我国饮料工业.饮料工业,2003,6(5):1-2
2 BertRcsenbloom. Marketing Channels. Bryden Press.1978:295-304
3 Douid L .kurtz, Louis E.Boone. Principles of Marketing.北京大学.2005,(12):63-68
4 John Quelch. Marketing Management.北京:中国人民大学出版社.2005:249-261
5应斌. Marketing. Wuhan University of Technology Press.2005:3-19
6菲利普·科特勒.营销管理.上海:上海人民出版社,1999:148-215
7 Geoffrey Randall. Principles of Marketing. Economic Science Press. 2004:253-261
8 TerenceA.Shimp. Advertising Promotion and Other Aspects of Integrated Marketing Communications. Peking University Press. 2006:487-576
9 K.Douglas Hoffman, John E.G.Basteson, Essentials of Services Marketing. Peking University Press. 2004:301-310
10杨洁,孙玉娟,甄翠梅.现代市场营销学.北京:中华工商联合出版社,2002:13
11 Philip Kotler, Gary Armstrong. Principles of Marketing. Eighth Edition.1998:3-14
12孙曰瑶.终端市场精确营销.北京:中国经济出版社,2001:3-7
13唐璎璋,孙黎编.一对一营销:客户关系管理的核心战略.北京:中国经济出版社,2002:5-17
14程韶珊,李国华.深度营销战法.北京:北京大学出版社,2007:145-152
15王苏.国际瓶装水的份额到2004年预计达1000亿升.中外食品,2002,(6):73-74
16童梣.为减少污染,向瓶装水说不.今日中国,2007,(10):23-24
17孙瑞灼.瓶装水在美国何以沦为“人民公敌”.政府法制,2007,(23):25-27
18邓秀琼,梁洁红,程朝阳.浅谈国内外瓶装水市场发展状况.食品与发酵工业,2001,27(4):70-71
19盛国华.国外瓶装水新趋向.食品工业科技,2000,21(5):4-6
20郑义.从农夫山泉的竞争策略看企业的市场创新.[北京大学硕士学位论文],2000:14
21 Mike W.Peng. Global Strategy. Post &Telecom Press.2007:41-52
22 Del I.Hawkings, Roger J.Best, Kennech A.Coney. Consumer Behavior. Eighth Edition. China Machine Press.2002:13-15
23梁露文.怡宝公司在中国南方市场的营销策略研究—以矿泉水为例.[复旦大学硕士学位论文],2005:7
24杨兴国.娃哈哈品牌延伸之路反思.中国品牌与防伪,2008,(3):43-45
25陈关允,许晓军.创新创造了娃哈哈品.技术经济与管理研究,2007,(1):121
26孟鹰,郭红涛,于来文.娃哈哈公司品牌经营的成功经验与优化.商场现代化,2007,521(11):125
27王允,邱祥.农夫山泉的品牌发展史.商情,2008,(2):7
28闫岩.借助差异营销创造品牌价值.经营之道,中国集体经济,2007,(9):55
29李欲晓.超越营销——农夫山泉的成长之路.时代经贸,2006,(9):52-53
30史吏.顶新国际集团:偏偏起舞的王者.广告大观,2008,(5):83
31宋辉.可口可乐公司中国市场营销渠道策略研究.南京大学商学院学报,2004,(5)40-45
32 Armstrong, Philip Kotler. Marketing: An Introduction. China Renmin University Press.2006:233-257.
33 Louis E.Boome, David L.Kurtz. Contemporary Marketing. Peking University Press. 2004:494-528
34陈勇.王老吉饮料西南地区战略研究.[重庆大学硕士学位论文]2006:49-65
35唐堂.农夫山泉:再小的力量也是一种支持.企业家天地.2008,(4):26
36 Conrad,Klaus. Price Competition and Product Differentiation When Consumers Care for the Environment.Environmental & Resource Economics.2005,31(1):1-19
37 Porter. M.E. Towards a Dynamic Theory of Strategy. Strategic Management Journal. 1991, 12:35-39
38 David H.Henard and David M. Szymanski. Why Some New Products Are More Success Than Others Journal of Marketing Research Vol.38 No.3 2003
39张岚.益力矿泉的6P最优化.企业管理,2007,(6):55-57
40 Roger A.Kerin, Robert A.Peterson, Strategic Marketing. Dongbei University of Finance & Economics Press. 2005:333-375
41 Richard M .S .Wilson and Colin Gilligan. Strategic Marketing Management Butterworth-Heinemann, 1997:119
42程韶珊,李国华.深度营销战法.北京:北京大学出版社,2007:117-120
43张泉馨,姜秀丽.概念营销与新产品开发.山东社会科学.2003(5):127
44戴萍.浅议瓶装水包装的更新.广东包装,2004,(5):15
45王慧.企业销售人员激励机制设计.商业时代,2007,(23):47-48
46周帆.“通路精耕”:康师傅茶饮料的制胜之道.中山大学学报论丛,2005,25,(6):259-261
47 Tom Duncan. Integrated Marketing? It's synergy. Marketing Sience.1998,(10 ):21
48 Heide Jan. Inter organizational Governance in Marketing Channels. Journal of Marketing.1994, 58(1):70-85
49彭峰.企业品牌的危机管理机制研究.科学与科学技术管理,2008,(4):126
50邹家继,费朵.刍探企业品牌危机管理.财会月刊,2008,(4):81-83
51 David W.Cravens, Charles W. Lamb Jr, Victoria L. Critenden. Strategic Marketing Management Cses. R.R.Donnelley & Sons Company.1998:27-35
52曾昊.企业营销危机预防浅析.江苏商论.2007,(1)116-117
53张希,刘洁.企业营销危机管理新思路——事中管理.山西高等学校科学学报,2004,16(14):61-62
2 BertRcsenbloom. Marketing Channels. Bryden Press.1978:295-304
3 Douid L .kurtz, Louis E.Boone. Principles of Marketing.北京大学.2005,(12):63-68
4 John Quelch. Marketing Management.北京:中国人民大学出版社.2005:249-261
5应斌. Marketing. Wuhan University of Technology Press.2005:3-19
6菲利普·科特勒.营销管理.上海:上海人民出版社,1999:148-215
7 Geoffrey Randall. Principles of Marketing. Economic Science Press. 2004:253-261
8 TerenceA.Shimp. Advertising Promotion and Other Aspects of Integrated Marketing Communications. Peking University Press. 2006:487-576
9 K.Douglas Hoffman, John E.G.Basteson, Essentials of Services Marketing. Peking University Press. 2004:301-310
10杨洁,孙玉娟,甄翠梅.现代市场营销学.北京:中华工商联合出版社,2002:13
11 Philip Kotler, Gary Armstrong. Principles of Marketing. Eighth Edition.1998:3-14
12孙曰瑶.终端市场精确营销.北京:中国经济出版社,2001:3-7
13唐璎璋,孙黎编.一对一营销:客户关系管理的核心战略.北京:中国经济出版社,2002:5-17
14程韶珊,李国华.深度营销战法.北京:北京大学出版社,2007:145-152
15王苏.国际瓶装水的份额到2004年预计达1000亿升.中外食品,2002,(6):73-74
16童梣.为减少污染,向瓶装水说不.今日中国,2007,(10):23-24
17孙瑞灼.瓶装水在美国何以沦为“人民公敌”.政府法制,2007,(23):25-27
18邓秀琼,梁洁红,程朝阳.浅谈国内外瓶装水市场发展状况.食品与发酵工业,2001,27(4):70-71
19盛国华.国外瓶装水新趋向.食品工业科技,2000,21(5):4-6
20郑义.从农夫山泉的竞争策略看企业的市场创新.[北京大学硕士学位论文],2000:14
21 Mike W.Peng. Global Strategy. Post &Telecom Press.2007:41-52
22 Del I.Hawkings, Roger J.Best, Kennech A.Coney. Consumer Behavior. Eighth Edition. China Machine Press.2002:13-15
23梁露文.怡宝公司在中国南方市场的营销策略研究—以矿泉水为例.[复旦大学硕士学位论文],2005:7
24杨兴国.娃哈哈品牌延伸之路反思.中国品牌与防伪,2008,(3):43-45
25陈关允,许晓军.创新创造了娃哈哈品.技术经济与管理研究,2007,(1):121
26孟鹰,郭红涛,于来文.娃哈哈公司品牌经营的成功经验与优化.商场现代化,2007,521(11):125
27王允,邱祥.农夫山泉的品牌发展史.商情,2008,(2):7
28闫岩.借助差异营销创造品牌价值.经营之道,中国集体经济,2007,(9):55
29李欲晓.超越营销——农夫山泉的成长之路.时代经贸,2006,(9):52-53
30史吏.顶新国际集团:偏偏起舞的王者.广告大观,2008,(5):83
31宋辉.可口可乐公司中国市场营销渠道策略研究.南京大学商学院学报,2004,(5)40-45
32 Armstrong, Philip Kotler. Marketing: An Introduction. China Renmin University Press.2006:233-257.
33 Louis E.Boome, David L.Kurtz. Contemporary Marketing. Peking University Press. 2004:494-528
34陈勇.王老吉饮料西南地区战略研究.[重庆大学硕士学位论文]2006:49-65
35唐堂.农夫山泉:再小的力量也是一种支持.企业家天地.2008,(4):26
36 Conrad,Klaus. Price Competition and Product Differentiation When Consumers Care for the Environment.Environmental & Resource Economics.2005,31(1):1-19
37 Porter. M.E. Towards a Dynamic Theory of Strategy. Strategic Management Journal. 1991, 12:35-39
38 David H.Henard and David M. Szymanski. Why Some New Products Are More Success Than Others Journal of Marketing Research Vol.38 No.3 2003
39张岚.益力矿泉的6P最优化.企业管理,2007,(6):55-57
40 Roger A.Kerin, Robert A.Peterson, Strategic Marketing. Dongbei University of Finance & Economics Press. 2005:333-375
41 Richard M .S .Wilson and Colin Gilligan. Strategic Marketing Management Butterworth-Heinemann, 1997:119
42程韶珊,李国华.深度营销战法.北京:北京大学出版社,2007:117-120
43张泉馨,姜秀丽.概念营销与新产品开发.山东社会科学.2003(5):127
44戴萍.浅议瓶装水包装的更新.广东包装,2004,(5):15
45王慧.企业销售人员激励机制设计.商业时代,2007,(23):47-48
46周帆.“通路精耕”:康师傅茶饮料的制胜之道.中山大学学报论丛,2005,25,(6):259-261
47 Tom Duncan. Integrated Marketing? It's synergy. Marketing Sience.1998,(10 ):21
48 Heide Jan. Inter organizational Governance in Marketing Channels. Journal of Marketing.1994, 58(1):70-85
49彭峰.企业品牌的危机管理机制研究.科学与科学技术管理,2008,(4):126
50邹家继,费朵.刍探企业品牌危机管理.财会月刊,2008,(4):81-83
51 David W.Cravens, Charles W. Lamb Jr, Victoria L. Critenden. Strategic Marketing Management Cses. R.R.Donnelley & Sons Company.1998:27-35
52曾昊.企业营销危机预防浅析.江苏商论.2007,(1)116-117
53张希,刘洁.企业营销危机管理新思路——事中管理.山西高等学校科学学报,2004,16(14):61-62