Research On Marketing Strategy Of Guangxi Bama Lifelong Co.,Ltd

In recent years,there are various problems of the water quality safety in China.Consumers pay more and more attention to the health of drinking water,and the packaged drinking water produced by processing has prominent advantages in water source,sanitation and health,so the demands of the market continue to expand.The overall consumption of packaged drinking water has been on the rise,and the natural mineral water industry has achieved rapid development.At the same time,the market competition of natural mineral water industry is also increasingly fierce,prompting enterprises to strive for high-quality water sources and strictly control the quality of products.In addition,enterprises are also trying to grab more market shares and trying to make themselves invincible in the tide of market competition.Under this background,the enterprises how to use their own advantages and the opportunity of the external environment to develop targeted marketing strategy is the key to win the competition.This paper takes Bama lifelong Co.,Ltd.as the research object,with the relevant marketing theory as the guidance.Firstly,it analyzes the current marketing situation of the company,and points out the shortcomings and problems of the marketing strategy of the company.Then this paper analyzes the macro-micro marketing environment factors and SWOT of the company,and analyzes the opportunities and challenges faced by the company from the four aspects of advantages,disadvantages,opportunities and threats,as well as the advantages and disadvantages of the company itself.It also pointed out that the company should take advantage of the above external opportunities,enhance and exert internal advantages,and transform and improve internal disadvantages to cope with a series of threats and challenges in the external marketing environment.At the same time,the STP theory isused to determine the target market and market positioning of Bama lifelong company,and on this basis,the reasonable and feasible marketing strategies are proposed for Bama lifelong company.Specifically,the marketing strategies of Bama lifelong company are improved through product mix,product packaging,new product development,distribution channels,pricing strategies,and promotion strategies.This paper is aimed at the perfect marketing strategy proposed by Bama lifelong company,and hopes to provide some reference for the selection,improvement and formulation of marketing strategies for other packaged drinking water enterprises in Guangxi and even the whole country.