Optimization Research On Marketing Strategy Of JZQ Drinking Water Company

Water is an essential part of the body and is very essential to the survival and development of the human.Drinking water is an indispensable necessity for everyone.With the development of China’s economy and society,people’s demand for healthy drinking water is becoming stronger,and more and more enterprises begin to produce packaged drinking water.At present,many drinking water enterprises are still in the growth stage,and the growing enterprises need to have a perfect marketing system.In recent years,JZQ drinking water company has gradually occupied a high position in the local drinking water market,but with the continuous entry of other brands in the local market,the market share of JZQ drinking water company is also declining slowly.Facing the fierce market competition environment,JZQ drinking water company has not made great progress in sales management innovation.It still uses the more traditional distribution channel operation mode and sales management mode at the beginning of the company’s establishment.These channel operation mode and sales management mode obviously can not adapt to the complex and changeable market competition environment in today’s society,It is imperative to explore and find a marketing strategy that meets the actual development requirements of enterprises.Taking JZQ drinking water company as an example,this paper analyzes the demand and supply of drinking water market in this region.Through field research,interviews with middle and senior managers of enterprises and issuing questionnaires to consumers,this paper points out that JZQ drinking water company’s marketing strategy has some problems,such as single products,insufficient product services,lax channel control,imperfect promotion incentive system and so on,Based on PEST analysis and SWOT analysis,it is proposed that in the optimization of marketing strategy,the company should create more product combinations,highlight product differentiation,optimize water supply channels and develop new network channels,adopt consumer psychological pricing method,and expand advertising and sales means.At the same time,the company should also strengthen personnel organization guarantee,system management guarantee and product quality guarantee to provide guarantee for the effective implementation of marketing optimization.