| ABSTRACT:With the background that taking the Zhushuqiao reservoir water resource, which is also the second water resource of Changsha, as the complement to the first water resource——the Xiangjiang River water resource, this paper studies the marketing strategies of "the second water source" barreled water in order to provide the citizens living in the district to the west of Xiangjiang River in the city of Changsha with the water from the second water source,This paper is divided into three parts. The first part introduces the background by analyzing the macro environment of barreled water. The importance of barreled water industry within the market development is embodied from several aspects like natural environment, economic development, social culture and demographic environment. The competitive power of "the second water resource" barreled water is highlighted by analyzing it from four aspects:advantages, disadvantages, opportunities and menaces with SWOT analytical method.The second part is the kernel of this paper which puts forward the marketing strategy mixing. Combined with relevant theoretical knowledge and the actual situation of "the second water resource" barreled water, the paper analyzes the marketing strategies from five aspects:market positioning, brand strategy, pricing strategy, channel strategy and service strategy. By comparatively studying the current situation of the development of the existing barreled water manufacturers in Changsha mainly with the empirical analysis method, the marketing strategies, which adopt the strong points of the marketing situation of the existing barreled water manufacturers while overcoming their weak points, have been finalized. The strategies include four specific items:setting the youths who are more receptive to new things as the market positioning targets; taking "the second water resource" as the brand name; charging10Yuan for each one barrel of water;determined level-one marketing channel as the marketing channel mode, which means the mode of "manufacturer—water station—consumer"; establishing marketing network for customers and providing customers with high-quality services.The third part focuses on the measures to be implemented. Considering the actual situation of the development of "the second water source" barreled water, the measures to implement the marketing strategies are consisted of several specific items:establishing "the second water source" barreled water corporation; setting up a highly professional marketing team; constructing excellent environment for the producing of barreled water; building intermediary channels; developing working process; creating web-based marketing and management model; carrying out high-quality propaganda work. |
