演讲稿

农夫山泉主要竞争者

目前，瓶装饮用水市场格局已基本形成，各大品牌的的市场占有份额也相对稳定。以康师傅、娃哈哈、怡宝为主

At present, the market pattern of bottled drinking water has been basically formed, and the market share of each major brand is relatively stable.

怡宝作为中国饮用水市场的领先品牌，在华南地区市场占有率连续多年稳居首位。怡宝在国内率先推出纯净水，是国内最早专业化生产包装水的企业之一。怡宝始终以优于“国标”的生产标准为消费者提供健康满意的优质产品并通过良好的服务赢得消费者的认同。怡宝多年来获得了各级政府部门的肯定和嘉奖，怡宝纯净水不仅是诸多天然水的有利竞争对手也是一个颇具文化味的品牌强者。

Yi bao as drinking water market leading brand in China, the market share for many years in southern China region ranks first yi bao has pioneered pure water at home, is one of the earliest domestic enterprises specialized production packing water diet treasure always better than the national standard of production standards for the health of consumers satisfied quality products and good service to win customers recognition yi bao has over the years won the affirmation and praise of the government departments at all levels, yi bao of pure water is not only a lot of natural water rival, is also a considerable brand the strong cultural taste

康师傅的主要优势是城市自来水，经过了加工处理，成本低，包装简化，瓶身轻，规模化生产，并且就地生产就地销售，所以销售价格低廉。康师傅价格最低，Tingyi main advantage is that the city tap water, after processing, low cost, simplify packing, light body, large-scale production, and production of sales on the spot, so selling cheap tingyi lowest price

娃哈哈是目前中国最大的食品饮料生产企业，全球第四大饮料生产企业，仅次于可口可乐，百事可乐、吉百利这三家跨国公司，所以娃哈哈拥有最广泛的渠道。娃哈哈关键点在于解决渠道商的利益问题，让商家有得赚，才愿意卖你的产品Wahaha is currently China's largest food and beverage production enterprises, the world's fourth largest beverage production enterprise, second only to Coca-Cola, Pepsi Cadbury the three multinational company, so the wahaha has the most extensive channels Wahaha's key point is to solve the problem of the interests of the distributors, let merchants covered, to sell your products

市场的共性

1.产品的设计上更多样化，无论是包装还是品种

2.企业产品越来越难满足日趋变化的消费趋势。企业更关注市场营销能力和管

理水平。

3.产品的设计理念更趋向于“健康“

4.品牌上更注重差异化。

1. The product design is more diversified, whether it is packaging or

variety.

2. It is increasingly difficult for enterprise products to meet the

ever-changing consumption trend. Enterprises pay more attention to marketing ability and management level.

3. The product design concept is more "healthy"

4. The brand is more differentiated.

例如农夫山泉的成功主要是差异化的产品

1.产品差异化，突显农夫山泉“天然水”高品质

农夫山泉选择了天然水为其水源，在远离大城市的千岛湖建成了第一个生产基地。农。优质的水源生产的饮用水品，远非自来水为水源的纯净水和矿泉水所能相比。其注重天然水高品质的程度，是同行业的竞争对手无可比拟的，这也是其产品差异化体现的最为明显的地方。

2.广告差异化

企业在市场开拓过程中，开发与竞争对手有明显差异的产品至关重要，但与此同时，广告宣传这种差异，进而让消费者认识这种差异也同样重要。

3.形象差异化

为了突出自己纯天然，无污染的形象在公众心目中塑造起一个美誉度极高的品牌形象。For example, the success of nongfu spring is mainly differentiated products.

1. Product differentiation highlights the high quality of nongfu spring "natural water".

Nongfu spring has chosen natural water as its source of water and has built its first production base far from the big city of qiandao lake. The farmers. Quality water production of drinking water, far from the water supply of pure water and mineral water can be compared. Its emphasis on the quality of natural water is unmatched by competitors in the same industry, which is the most obvious place for its product differentiation.

2. Advertising differentiation

Enterprises in the process of market development, development and competitors have obvious difference of products is important, but at the same time, the differences, advertising, and it is equally important for consumers to know the difference.