【中文摘要】 企业的兴衰成败,很大程度上取决于其市场营销战略的优劣。一个企业如果没有全局性的营销战略思想,就不可能稳健发展。随着经济全球化进程的加速,市场竞争日趋激烈,企业只有在微观经济活动上获得理性、科学的营销战略的指导,才能建立其持久的核心竞争力,才能在激烈的市场竞争中立于不败之地。本文以戴云山矿泉水有限公司为案例进行分析,旨在为国内中小型矿泉水企业扭亏脱困,特别是在当前美国金融海啸、世界经济危机的背景下的生存发展提供理论和实践上的有益参考与借鉴。本文针对戴云山矿泉水有限公司目前存在的问题,运用SWOT分析法,剖析企业现状,辩证地分析了企业内部的优势与劣势,客观地找出了企业面临的机会与威胁,从而明确戴云山矿泉水有限公司总的市场营销目标与思路;同时运用MBA学习中的营销理论进行矿泉水市场的细分,在对目标市场进行选择之后,确定了戴云山矿泉水的市场定位,并提出了差异化营销竞争战略。本文在理论分析的基础上,确定了戴云山矿泉水有限公司具体的营销组合策略,并运用整合营销传播理论,提出了戴云山矿泉水整合营销传播策略。

【英文摘要】 The success or failure of enterprises, to a large extent, depends on its marketing strategy is good or bad. It is impossible for an enterprise to healthy develop if it has no overall marketing strategic thinking.With the acceleration of the process of economic globalization and the increasingly fierce market competition, enterprises only access to the guidance of rational, scientific marketing strategy in the micro-economic activities so that they can establish their long-lasting core competitiveness, remain unbeaten place in the market of fierce competition. The paper takes Daiyunshan Mineral Water Co., Ltd. as a case to analyze in order to provide a useful reference in theoretical and practical angle for domestic small and medium-sized enterprises reversing loss, getting rid of plight, together with their survival and development.In this paper, in connection with existing problems of Daiyunshan Mineral Water Co., Ltd., using SWOT analysis, analyze the business status quo, dialectical...ly analyze internal strengths and weaknesses, objectively identify the business opportunities and threats faced in order to clear Daiyunshan Mineral Water Co., Ltd.' s marketing goals and ideas; Using marketing theory in MBA study at the same time to subdivide the market of mineral water. After having selected the target market, it determined market positioning for Daiyunshan mineral water, and proposed the competitive strategy of marketing differentiation.On the basis of theoretical analysis in this paper, it fixes the specific marketing mix strategy, and by using of integrated marketing communication theory, it puts forward Daiyunshan mineral water integrated marketing communication strategy. 

【中文关键词】 戴云山; 矿泉水; 营销战略
【英文关键词】 Daiyunshan; Mineral water; Marketing strategy