Nongfushangquan Competitive Strategy, Market Innovation

A clear developing strategy as well as the strategy implementation is the direction and assurance for survival and development of every enterprise. The absence of a clear strategy planning is a serious and common problem in many domestic companies, which shows blindness and trends following in terms of the company development and marketing competition. This essay chooses the factual cases of Zhejiang Yangshengtang Company in the domestic bottled water industry, emphasizing its competitive strategies and discovering the significance of the corporation's marketing innovation. In the essay, the author tries to show the important status of innovation through a total and systematic analysis on the competitive strategy choice, market-expanding path and brand design strategy. The author illustrates further that the core competitive competence of a corporation, which is formed through market competitive innovations, has the immense influence and directive effect on the future developing direction. By analyzing the marketing innovative path of Nongfushanquan, it would be helpful to domestic enterprise, which is still immersed in the trap of homogeneity and price war. The fast-developing bottled water industry in China has made great progress in recent years, with such characteristics as a tense competition, larger market scope, strengthened brand concentrations and ever-changing competitive layout. Zhejiang Qiandaohu Yangshengtang bottled water company has developed at a fast paces and cultivated a national well-known brand----Nongfushanquan. It is valuable that we study the different aspects of Nongfushanquan, such as growing path, strategy and brand design, core competitive competence molding and marketing innovation, etc. Yangshengtang Corporation takes diversity as its competitive strategy. To avoid the vicious circle of price competition, its specific diversified characteristics are embodied in the design of the product name, bottle shape, price choice, advertisement and distribution channel. Relying on this diversified strategy, Nongfushanquan acquired the market share as well as the maximum profit. Innovation is an essential factor for enterprise winning competition and market. Within the competitive strategy of Nongfushanquan, every step can embody the innovative spirit. Nongfushanquan's continuous innovation results in the formation and maintenance of the core competitive competence, the sustainable competitive advantage and the direction of future development. The resource conditions, policy of human resources, corporation culture and managerial level as well as organization framework are technical factors which might hinder the progress toward greater success of Nongfushanquan. The essay offers some suggestions respectively for getting rid of these disadvantages.To be successful in marketing competition, a company should keep clear strategic design and apply the core competitive competence which is based on the marketing innovation. Only by persistent innovation can Chinese enterprise embrace the brilliant future.