【作者】 陈卓；

【导师】 喻建良； 任俭良；

【作者基本信息】 湖南大学 ， 工商管理硕士（MBA）（专业学位）， 2023， 硕士

【摘要】 包装饮用水行业在国家经济不断发展下迎来了市场繁荣,消费者购买力显著提升,对于饮水健康安全的需求愈发强烈。长沙水业集团有限公司作为以生产销售自来水为主业的国有企业,再次进入包装饮用水市场,论文为长沙水业集团有限公司下属全资子公司长沙水思源产业发展有限公司量身定做产品策略,对快速打入市场,提升产品力具有一定实际意义。本文以长沙水思源产业发展有限公司为研究对象,通过对长沙水思源产业发展有限公司包装饮用水现状的痛点和困难进行梳理分析,运用PEST、波特五力、SWOT、STP等工具,对长沙水思源产业发展有限公司从宏观、行业、微观多角度全面解剖,明确做出发展型战略选择。通过目标市场评价,长沙水思源产业发展有限公司在不同维度选择的目标市场分别是文创类高端市场、定制类中高端市场、家庭类中端市场和保障类公益市场,推行产品差异化策略、产品组合策略以及产品品牌策略。根据目标市场、目标人群不同进行了高端和普通两类产品线,同时将理论联系实际,对每一类策略都提出具有可操作性的具体举措,并提出了保障产品策略能够实施落地的具体措施。本文能够为长沙水思源产业发展有限公司的包装饮用水产品建设提供切实可行的方案,有助于提升产品销量,扩大品牌影响力,同时对其他地方水司进入包装饮用水行业具有一定借鉴作用。更多还原

【Abstract】 The packaged drinking water industry has ushered in a market boom under the continuous development of the national economy.Consumer purchasing power increased significantly.Consumers pay more attention to the health and safety of drinking water.Changsha Water Group Company is a state-owned enterprise that produces and sells tap water.Enter the packaged drinking water market again.The thesis tailor-made products strategy for Changsha Shuisiyuan Company,a subsidiary of the Changsha Water Group Company.It has certain practical significance for quickly entering the market and improving product strength.This thesis takes Changsha Shuisiyuan Company as the research object.The current problems of packaging drinking water in Changsha Shuisiyuan Company are analyzed.Using PEST,Porter 5 focus analysis,SWOT,STP and other tools,the macro,industry and micro perspectives of Changsha Shuisiyuan Company is analyzed,to choose development strategy.Through the evaluation of the target market,the target markets selected by Changsha Shuisiyuan company in different dimensions are the high-end market of cultural and creative products,the middle and high-end market of customized products,the middle-end market of family products and the public welfare market of security products product differentiation strategy,product portfolio strategy and product brand strategy are implemented.According to the target market and the target population,the two types of product lines are divided into high and ordinary.The specific measures to ensure the implementation of product strategy are put forward.This thesis can guide the product marketing activities of packaged drinking water of Changsha Shuisiyuan Company.It helps to increase product sales,expand brand influence,and has a certain reference for other water companies to enter the packaged drinking water industry.更多还原