新兴水企突围之路——以双龙山泉水为例

The Way for Emerging Water Enterprises to Break Through——Shuanglong Mountain Spring as an Example

看似技术含金量不高,需求强劲的桶装水,存在“独家销售、运费占总成本比例高、需回收空桶及预卖水票”四大特殊困难。文章以双龙山泉为例,创新性的提出与物业公司、快递驿站、加油站合作及联合小水厂建水站等“共享经济模式”的突围的思路和广告策略。可供工商管理、市场营销、广告学等专业学员学习,以及桶装水等高壁垒行业从业人员及相关研究人员参考。

Although the technical content of bottled water may seem low,it has strong demand.However,entering the market presents four unique challenges:exclusive sales,high transportation costs as a proportion of total costs,the need to recycle empty barrels,and pre-selling water tickets.This article uses Shuanglong Spring as an example,innovatively proposing ideas for breaking through these challenges with a"sharing economy model"by collaborating with property management companies,courier stations,gas stations,and partnering with small water plants to build water stations.The article's advertising strategies can not only be used as a learning resource for students majoring in business administration,marketing,and advertising,but also provide decision-making references for professionals and researchers in high-barrier industries like bottled water,helping them avoid unnecessary detours.