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中国瓶装水行业发展至今,已有三十多年,从最初的几家企业变成现如今数百家企业,企业竞争地域态势也分为本地化与全国性品牌,但瓶装水营销策略基本沿用欧美模式,寻求差异化则是该行业的主流竞争策略。本文从服务管理与全面质量管理角度进行探索性分析,旨在消费者需求调研的基础上建立一套更深远的竞争态势,促使中国制造瓶装水产品走向国际市场。
China’s bottled water industry has been in development for more than 30 years. From the first few enterprises, it has become hundreds of enterprises nowadays. The competitive landscape of enterprises is also divided into localized and national brands. However, the basic strategy of bottled water marketing Europe and the United States model, seeking differentiation is the industry’s mainstream competitive strategy. This article from the service management and total quality management perspective of exploratory analysis aimed at consumer demand research based on the establishment of a more far-reaching competitive situation, prompting China to manufacture bottled aquatic products to the international market.