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The Nongfu Spring premeditated murder purified water provenance:sinaDate Added:2005-11-14 1) the affairs beginning and end resources advantage became a bottom of the end Relevant statistics data manifestation, in 1999 the Chinese drinking water market total amount for 2,900,000,000 dollars, compare to increase 21% in 1998, this sale the total amount resided the second in Asia.According to the understanding, since 1995, average growth rates of year of that market all over 20%, express a good Good development foreground. At the product structure aspect, the purified water is the main current of the drinking water market, occupying about 70%, but a the origins product mineral spring that packs the drinking water is on the contrary far far small in purified water. With borrow the sentence " Nongfu Spring have a little sweet" to suggest the very strong advertisement language of sex, express its structure and drink the way with the special claim, match with this kind of special sale to lay claim to assist with the price strategy of the costliness, each retail price always above 1.8 dollars, keep the high price, high-quality brand image.The Nongfu Spring obtains the not vulgar war ¼¨ after 1998 kills into the market of water, that end of every year, Nongfu Spring kill into three As of the national purified water profession market share with one action. Since 1999, the Nongfu Spring dissemination topic gradually a ground is from" the Nongfu Spring have a little sweet" conversion for" the good water drank healthily come", emphasize the headwaters, the fluid matter concept, the lord tells to order to emphasize- thousand a flowing water of sources of the island lake, make consumer" healthy headwaters"," healthy water" thousand a flowing water of source of the underground of the island lake etc. gets up together, becoming the resources advantage of oneself's brand, this kind of headwaters claim also carried on the on the side certificate for the reason of" have a little sweet" at the same time.To the end of 1999, the Nongfu Spring further made stronger the oneself in national bottled water market of position. At the time of the Nongfu Spring market extending quickly, be placed in the Robust and Wahahas of the row a soldier's position of the bottled water market but become the huge pressure to the farmer from the capital level.A food of world produces the business enterprise to reach in March 2000 the joint venture set of the ability group and Robusts set up the Robust food beverage limited company, the lord offends the target is a purified water.Robust with reach the ability joint venture previous, reach canned return to carry on with Wahaha joint venture.The advantage ream Nongfu Spring that this kind of funds and the management aspects become feels the unprecedented pressure. At the same time, expand the aspect in the market, the Nongfu Spring faces sturdy shot of ×è of the Wahaha and Robust equally.The Wahaha asks for help WANG2 LI4 HONG2 this a star of the youth idol that rises gradually, the lord beats the publicity topic of" love you be equal to love the oneself", the Robust then gave up the reasonableness claim concept of"27 layer decontaminations"s, choosing this elegant appearance of dawn still of idol star, the lord beats the emotion claim of the vogue, the young man is an outdoor activity most because a main consumption place that packs the purified water is outdoor,.The fan very big part of the dawn is a young man, little male young girl, the dawn that add is opposite younger in four major day of king of the song Ì³ of Hong Kong, there is a better international image, the lord of that year of dawn beats the teenager's strong and total Ãù that" love to be like the water similar and pure, the feeling is like the water similar and transparent" within the song" the love of the auto" causes the pure true emotion of desire, and have an an an an an an an an an an an a day with water to build it match, is for the water to advertise but make the phrase table song apparently of;Advertises the lens to turn the action of the water in the dawn flair even added the mightiness of memory order, the dawn teach a group of kids how to turn the water in the street, amity, benignity, enjoy to melt, at this time, the Robust water have already not only been a bottle of pure water only, but communicate the consumer of emotion carry the body.Moreover the both parties also match with mutually strategically in the price, the small lowers the selling price, taking back the quilt with the diagram the market quota that farmer is strong to have.Compared with the market strategy of the Wahaha and Robust, the farmer releases the Olympics of a body design to pack, and become the Olympic game to specify the drinking water.But, this raise the ´ë and did not become the strong influence to the market in opposition to two opponents. The funds real strenght, the farmer be placed in the leeway, does the Olympics expansion strategy also suffer a defeat??, By this time biggest advantage in Nongfu Spring still in thousand a flowing water of sources of the island lake oneself emphasize in 1999s, this is just strategic resources that farmer's oneself has only.Should say, the beverage food profession is also the very strong technique barracks of nonentity, but the natural resources biggest advantage lie in its can't make duplicate sex.The Nongfu Spring has already passed the advertisement, the difference turns a ground of headwaters advantage for teeing off" thousand a flowing waters of the island lake"s.This not only only is Wahaha and Robust not have of raw material resources, BE also a the brand of the classification can't act for of image resources. Thousand island lakes, the landscape tour view area of the east of »ª a Öø ,573 square kilometers of the water area, average water deep 34 meters, the clarity can amount to 7 meters, belonging to national one class water body, don't can immediately reach the drinking water through any processing standard, have the very high public approbation;But the Nongfu Spring is to select by examinations the free from pollution and live water of thousand surface next 70 meters in the island lake as raw material, was carry on by advanced craft decontamination but become. This is the farmer's biggest resources advantage, how convert the resources that this kind of is the one and only advantage as the market advantage, become the most problem that Nongfu Spring face at that time. Break to sign to combine, ruined the purified water first! On April 24 in 2000, produce and conduct a company of health of the Nongfu Spring at it thousand new factories of water in the island lake will soon set up the hurl produce moment, premeditate the ground to start revolt toward purified water stubbornly, declare toward medium publicly, was prove by experiment purified water to healthy not beneficial," Nongfu Spring" from now on not the reproduction purified water, but produce the natural water only." According to the report way, the health hall outward the spokesman ventilates and would ascend to say at the reporter, this is a through very careful and attentive consideration of careful decision, although put off a purified water production line and will bring for business enterprise up ten thousand dollars losses of thousand odd, the health hall company contain duty shoulder responsibility to the healthy problem of drinking water. This spokesman is will ascend to bring up four decisions of" historic regret" substantial evidence company of the wreath vegetable.Now the many people is long" four plain tooth of wreathses", four original intentions of the manufactory of the wreath vegetable is for the sake of health, for killing to put out the germs, but have no in consideration of after some years four wreath vegetables to healthy output influence of human body.He think that the problem of the purified water also faces this circumstance equally now.Currently return without enough research to prove this kind of pure the water is to can be provided as child and old people to drink over a long period of time, also can't foresee the purified water and can be like four wreath the vegetable is similar to cause disruption the generation person;From the Doctor of the University of Zhejiang biomedical engineering college, province heart of Zhejiang cerebral system Chinese herbal medicine sieving and the evaluation point laboratory behind the white sea wave manage of" water and lifes"s topic set do of a series experiment, should experiment to mainly made use of the purified water and natural water dialogue rat, narcissus, onions, the cell slice...etc. to carry on the extensive thorough research towards move, the plant life.Study the first step enunciation, potassium, Na, calcium, magnesium imply in the natural water etc. ion to life sustaining positive the normal grow extremely important, but purified water with it compare then have the difference of show the Öø . A spokesman of health outwardly the boundary enounce, they make a firm decision to make a this difference usually of decision, mainly proceed from the consideration of following science of water: The first, the water is different from water, the different water has different meaning to the growth of the life.Imply the natural water of the mineral quality and little chemical element to have to the life growth to promote the function obviously.But the purified water is the artificial thing of the original nonentity of nature, disobeying the mankind the evolution process in harmonious sex of the water and life.Produce the purified water original intention is good, but disobeyed the nature. The second, can't be only to the request of the water in purity.The aquatic mineral quality ion can enter the human body cell directly, fast, direct complement nutrient.While having no nourishment material and having no water of ion to enter the cell directly, the cell appears the vacuum.Perhaps the research level of result now that this kind of condition result in does not know still, the purified water is a kind of water with not saturated height, not only can't supply the potassium, Na, calcium, magnesium, adsorbing out the mineral in the human body chemical element on the contrary, ejecting the body along with the sweat liquid, the urine liquid. The third, the water participates the life metabolism process of the human body.Affirm according to the World Health Organization of United Nations, human body the essential mineral quality and little chemical elements contain 5% to 20% only the ability acquires from the water.Before we thought the talk point that the little chemical element does not acquire from the water and can also acquire from other foods is not enough science of. In fact, the Nongfu Spring just declares the stop production purified water of oneself, but the stage dialogue of Ç± is to invite other factories also stop production purified water, is to go to the whole professions all stop production. Careful and analytical, not difficult see, Nongfu Spring for developping own resources advantage, stand on the consumer angle at the same time, set out from the angle that the protection consumer knows what happened the power, the small plait that held tight the purified water goes toward to die in beat.Because the purified water purity have to connect the little chemical element of the human body demand to also have no. At the time of opportune moment choose ascend,4 the end of the monthses, by this time and exactly weather becoming warm gradually, the people's outdoor activity increment, the drinking water peak season consuming and will soon come, should say, by this time the farmer start revolt, the purified water factory house that force did not turn to produce the possibility, only have to die the anti- a road and can choose, however this just fall into the farmer's bottom bosom. At the time of declaring the stop production purified water, the Nongfu Spring stops broadcasting the purified water advertisement in the central television station prime time, changing but the generation into the new advertisement slice, claiming own product special features, still building the equipments forerunner's factory of water at the same time;Expand the aspect in the market, for further distinguishing to open the Nongfu Spring concept and purified waters of the natural water, the Nongfu Spring is in the whole primary and junior high schools the activity of the experiment that launched to keep the narcissus with the purified water and natural waters, carried on through medium to fry to make large-scalely, and very quickly announced the experiment result.

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