Analysis of Nongfu Spring Brand Marketing Strategy Based on Changes in Consumer Behaviour During the Epidemic

Abstract

The current epidemic has significantly changed consumer psychology, consumption habits and demand structure, and brand competition is becoming increasingly intense. Bottled water brands need to make a series of adjustments to their marketing strategies to better adapt to the new market environment. As a leader of bottled water brands in China, Nongfu Spring’s successful marketing techniques and potential problems during the epidemic are worthy of attention and reference. This paper uses Literature research, survey method and Interviews to analyze the changes in consumer behaviour caused by the epidemic and the impact of such changes on China’s bottled water brands. Finally, we analyze the marketing techniques and potential problems of Nongfu Spring and propose solutions. This paper aims to advise bottled water brands to help them adapt to changes in market demand during the epidemic, achieve higher economic returns, consolidate their brand image, and help the healthy development of bottled water brands in China.