Influence Of New National Standard Of Drinking Water For Natural Mineral Water Marketing —Optimization Analysis Of Evergrande Spring Marketing

Water is one fundamental part of human life, and plays a vital role in our life. With the development of economy, food and beverage safety issues and environmental pollution are increasingly serious, people pay more and more attention to the safety of drinking water. The category and quality of water have become important factors of choice. In order to cater to the needs of the consumers, packaged drinking water companies scramble to create all kinds of concepts of water.There are all kinds of packaged drinking water with different demands for consumers to choose in the market. They confuse the cognitive of consumers. But the implementation of the drinking water on the packing of national food safety standards regulates the drinking water market. The concepts of all kinds of drinking water no longer exist. The drinking water market is divided into three parts——drinking pure water, other drinking water and natural mineral water. It makes the natural mineral water have the chance to expand market share.Evergrande Spring, as a new star, occupies an important position in the natural mineral water industry. Compared with other mineral water enterprises established earlier, this company, which was set up by the end of 2013, rapidly increased its visibility, and occupied a certain market share of bottled water at home. It was inseparable from its marketing strategies adopted in operation. Evergrande Spring rapidly got its name out by virtue of Evergrande team’s win in AFC Champions League, but, it still had many problems of decisions on marketing strategies in subsequent operations, like market positioning, product strategy, channel strategy, and promotion strategy. All of them were not that satisfactory. These problems included common issues in natural mineral water market, but also involved its own characteristic issues. They were prominent and comprehensive. Therefore, this paper selected Evergrande Spring as a case to study. Under new national standard of bottled drinking water, taking the methods of analysis and summary as well as case study, through analysis of the case of Evergrande Spring’s marketing strategy, the paper puts forward its problems in marketing strategy and development opportunities, and proposes solutions to optimize the marketing strategies. Based on the analysis of changes of marketing environment under the new national standard of drinking water and the new marketing context of natural mineral water, coupled with the case study of Evergrande Spring, this paper finds out the new marketing direction for natural mineral water industry, points out that in the subsequent operation, mineral water industry needs a clear brand positioning, and also illustrates the scarcity of “natural mineral water” products. In addition, this paper also proposes that for the industry, it is necessary to adopt an integrated marketing strategy, shaping the difference between natural mineral water and other drinking water, in order to expand market share, and also fully dig out customers’ demands, enriching transmission channels, thus to enhance market competitiveness.This paper proposes useful reference for the development of natural mineral water industry and other related enterprises, having universal application value.