Research on Market Positioning Analysis and Marketing Strategy Optimization of Nongfu Spring

Abstract

As time passed, current current market positioning compared to before and some latent problems. After poinpeople’s preference for the drinking market changed significantly, causing all brands to pay attention to face this change to keep their status in the drinking market. In addition, because of the covid 19, many brands were impacted and went bankrupt, raising the alarm to other brands to make up for their potential problems and avoid bankruptcy. As the problem occurs, ensuring market positioning and thinking about optimal market strategies are significant for brands to run their business. By using the survey, interview, and case study method, readers can directly see the collecting data and have a primary prediction of the topic. Followed by analyzing Nongfu Spring’s ting out three questions of unimpressive packaging, future development, and changing influencers, several optimal solutions are given. In conclusion, by reading this article, the reader can notice the importance of creating a clear market positioning for a brand, whether the brand is a new brand or an old brand, and know several problems that running the brand may meet and the suggestions to solve.