广西养生矿泉水品牌发展现状与营销建议

韦荷琳　朱少英　杨丽英

[摘 要] 广西的巴马、永福等地“长寿之乡”美名远扬，养生矿泉水具备消费文化基础，并且养生矿泉水定价普遍较低。但消费者对养生矿泉水的认知度、辨别度和信任度不高，养生矿泉水的创始时间相比较晚，品牌的宣传力度不够。广西应借助健康消费新观念和科学饮水观念的普及，借鉴国内外可持续发展的例子，采取宣传养生知识、深化养生意识，打造民族品牌、发展生态经营，从定位出发、实现营销差异，利用地缘优势扩大销售，通过售后服务实现经销渠道的差异化竞争优势、形成客户忠诚等营销对策，从而促进养生矿泉水品牌的发展。

[关键词] 广西；养生矿泉水；品牌营销；建议

[中图分类号] F273.2 [文献标识码] A

Abstract： Bama and Yongfu in Guangxi province are famous for the longevity of the residents. Healthy mineral water consumption has culture foundation. The pricing of the water is generally low， but consumer awareness， recognition and trust to the water is not high. The founding time of the brand of healthy spa water is relatively late and the publicity is insufficient. Guangxi should take advantage of the new concept of healthy consumption and scientific drinking water concept， learn from domestic and international cases of sustainable development， promote publicity of health knowledge， deepen health awareness， build national brand， and develop ecological management. In addition， relative enterprises could achieve marketing differences starting from correct positioning， widen sales by taking regional advantages， foster customer loyalty and realize differentiated competition by means of after-sales services， so as to promote the development of healthy mineral water brands.

Key words： Guangxi， healthy mineral water， brand marketing， suggestion

长寿，是人类从古至今梦寐以求的事情。春秋战国以后，人们开始对人类长寿与自然环境的关系进行进一步探索，发现人类寿命与水土条件存在密切关系[1]。就人体自身而言，70%由水构成[2]，而在日常饮用水中的矿物质元素及其含量直接影响着人们的健康[3]。作为生产养生矿泉水的后起之秀，广西拥有巴马、永福为代表的养生矿泉水水源地，其发展越来越得到国家和地方的重视。作为广西“十二五”规划战略性新型产业中的养生长寿健康产业中的特色——矿泉水产业，特别是长寿之乡巴马、永福等地的养生矿泉水品牌的推广，对于广西特色民族品牌的发展具有十分重要而独特的社会和经济意义。为了使广西养生矿泉水品牌能有一个健康、长足、持续的发展，本文从广西养生矿泉水品牌发展现状分析入手，运用SWOT分析，对广西养生矿泉水品牌发展提出建议。……