文档介绍：本科生毕业论文（设计）
装
订
线
题目：农夫山泉股份市场占有率分析
系 部 经济与管理学院
学科门类 经济学
专 业 经济学
学 号 0806111151
姓 名 张媛
指导教师 吴洁、梁晓娟
2012年5月24日
农夫山泉股份市场占有率分析
摘 要
近年来，饮品行业发生着巨大的变化，从个别产品的一枝独秀，到如今国产品牌和进口品牌一争高下的格局，彼此之间的竞争也在不断的热化。农夫山泉作为著名的本土产品要想在白日化的竞争市场中脱颖而出，必须不断适应变化着的竞争环境，提高自身产品的市场份额。基于此，对农夫山泉股份基本发展状况进行分析，认为该企业销售渠道运作及终端业务不佳，资金准备及产能约束性大，竞争对手及大量替代品威胁大，产品种类不足及产品安全问题隐患等问题，建议该企业建立有效的营销信息系统，扩大资金和产能来源，建立品牌优势和战略理念，注重产品质量和产品种类，以提升市场占有率，在市场竞争中脱颖而出。
关键字：饮品业 市场占有率 农夫山泉
ABSTRACT
In recent years, the beverage industry is undergoing tremendous changes, from the individual product one branch alone beautiful, now of domestic and imported brands of brand competitive pattern, the competition between each other are in continuous heating. Farmer spring as a famous native products to a competitive market talent showing itself, must be adapted to the changing competitive environment, improve product market share. Based on this, the NongFu spring Limited by Share Ltd basic situation analysis, think the enterprise marketing channel operation and terminal service is poor, capital of preparation and capacity constraints, competitors and threat of substitute products, product categories and product safety hidden trouble problems, suggest that the enterprises to establish effective marketing information system, increase the capital and production source, built brand advantage and strategic concept, pay attention to product quality and product variety, in order to increase market share, in the market competition in the talent showing itself.
Keywords：The beverage industry Market share NongFu spring
目 录
一、农夫山泉股份的发展现状 1
（一）农夫山泉股份的概况 1
（二）农夫山泉股份市场占有率现状 1
二、影响农夫山泉股份市场占有率的因素 4
（一）销售渠道运作及终端业务不佳 4
（二）资金准备及产能约束性大 4
（三）竞争对手及大量替代品威胁 5
（四）产品种类不足及产品安全问题隐患 5
三、提高农夫山泉股份市场占有率的建议 7
（一）建立有效的供销系统 7
（二）扩大资金和产能来源