依云在中國大陸營銷的分析與探索.pdf

1、西南財經大學碩士學位論文依云在中國大陸營銷的分析與探索姓名：李慶申請學位級別：碩士專業(yè)：工商管理指導教師：陳乙20041101AbstractNowadays，thedevelopmentoftheindustryofbeverageisdevelopingfast，andrivals11ipisincreasinglyintensificationEvianistheNo1ofthemineralwaterindustryintheW

2、orld，anditistheleaderinimportedmineralwaterinmainlandChinaThisarticlecangiveourfirmssomeadvicebyresearchingEvian’SmarketingstrategyinmainlandChinaItresearchedthemarketingofEvianinmainlandChinafromtwoway：brandsandchannelT

3、hemarketingofEvianbeganfrommarketsegmenting，founditstargetcustomerInthestrategyofbrands，itpositioneditsbrandonfittingitstargetcustomer’Sneed；andpromotedandpublicizeditsbrandtoitstargetcustomer，fromits200y’Shistoryconjoin

4、ingthecultureofitsorigin，AlpsofFranceInmainlandChina，itisthefirstcompanythatbondeditsownbrandwithfashion，personality，andlifestyleInoperation，ononehand，Evianhasadvertisedinsoftmedia，tookpartinfashionedactivity，fashionshow

5、movies，andpromoteditsownbrandbythemouthoffamouspeople，suchascelebritiesandmodelsOntheotherhand，ithasmanymethodssuchasdisplaying，salespromotion，whichSOsuccessfullyconjoinedEvianwithitsgoldencustomerintheoperationofchannel

6、terminal；andithasbuiltitsownbrandbyeachoneofthewholechannelinthethinkingofchannel’Sbuilding，EvianconstructedpowerfulchannelontheplaceswhereitstargetcustomerhadalwaysbeenEvianhasmadeitschannelmarketingflowfluentbymaintain

7、ingThekeywasthejointofthemanufacturerDanoneandtherepresentativeTaRRepresentativehastakenpartintheeveryactionofthewholechannel，especiallygoldaccountmanagementThesemadeEvian’swholechannelbecomeveryshort，anditsinformationde