论文部分内容阅读
随着人们生活水平的提高,方便快捷、安全卫生的饮用水消费需求越来越高,桶装饮用水的消费市场越来越大,而市场竞争也日趋激烈。通过对徐州润发一世桶装饮用水营销现状的问卷调查,发现地方性品牌桶装饮用水的营销现状不容乐观,存在产品同质化现象严重、总体服务水平不高、配送渠道不完善、促销力度薄弱等问题。鉴于此,本文从产品、服务、渠道、促销等方面提出了相应的营销对策和建议。
With the improvement of people’s living standards, the demand for convenient, safe, and safe drinking water is getting higher and higher. The consumer market for bottled drinking water is getting bigger and bigger, and the market competition is becoming fiercer. Through a questionnaire survey on the status of Xuzhou Runfa I barreled drinking water marketing, we found that the marketing status of local brands of bottled drinking water is not optimistic. There are serious product homogeneity, low overall service levels, and incomplete distribution channels. Weakness and other issues. In view of this, this article puts forward corresponding marketing countermeasures and suggestions from the aspects of products, services, channels, and promotions.