设计管理结课论文 农夫山泉的营销策略.doc

设计管理结课论文 农夫山泉的上位 ---农夫山泉的产品营销 序号 评分项目 满分 实际得分 1 论文是否紧扣题目 30 2 论文的结构安排是否合理 15 3 论文是否严谨可靠 25 4 文法、修辞水平等 10 5 论文是否有新意 15 6 论文的格式与打印效果 5 评阅人 总计 100 任课老师：赵李娟 班 级：T1213-9 学 号：201201309010 摘 要 农夫山泉股份有限公司原名浙江千岛湖养生堂饮用水有限公司，成立于1996年9月26日，2001年6月27日改制成为股份有限公司。1997年-2002年，农夫山泉相继在国家一级水资源保护区千岛湖、吉林长白山矿泉水保护区建成三座现代化的饮用水生产基地，投资总额逾十亿元人民币，成为国内规模最大的专业饮用水公司。 农夫山泉品牌在短短几年时间内已成为国内最著名的饮用水品牌；农夫山泉的销售业绩每年都有增长，2001年的增长幅度更高达160%。“农夫山泉有点甜”的差异化策略，与体育这个健康媒介的长期合作，使农夫山泉品牌不断深入人心，并使品牌的无形资产持续增值并发扬光大。农夫山泉的目标是加入世界最优秀的专业饮用水公司行列，成为中国最具竞争力的饮用水企业。 关键词：农夫山泉；环境；以人为本；品牌 Abstract ? Nongfu?spring?co.,?LTD.,?formerly?known?as?Zhejiang?thousand?island?lake?Yangshengtang??drinking?water?co.,?LTD.,?founded?on?September?26,?1996?,?which?turned?into?jointed-limited?on?June?27,2001.?From?1997-2002,?the?Nongfu??spring??successively?built?three?modern?production?base?of?drinking?water?at?the?national?level?thousand?island?lake?water?resources?reserve?and?jilin?changbai?mountain?mineral?water?reserves?,?total?investment?more?than?one?billion?RMB,?become?the?largest?domestic?professional?drinking?water?company.?The?Nongfu?spring?brand?has?become?the?most?famous?domestic?brand?of?drinking?water?in?a?few?years?time;?Sales?income?grows?from?year?to?year,?the?Nongfu?spring?sales?growth?was?160%?higher?in?2001.?The?differentiation?of?The?Nongfu?spring?was?a?little?sweet?,and?long-term?cooperation?with?the?health?and?sports?medium,?which??make?the?Nongfu?spring?brand?continuously?thorough?popular?in?peoples??mind,?and?which?make?the?brand?of?intangible?assets?value?and?carry?forward?continuously.?Nongfu?springs?goal?is?to?join?the?worlds?best?professional?water?company,?become?Chinas?most?competitive?companies?of?drinking?water. Key Words:The farmer mountain spring;?environment；With the person this；brand； 目 录 摘要........................................................................................................................Ⅰ ABSTRACT ....................