摘要
湖南省矿泉水资源禀赋突出,矿泉水产业却发展滞后,为促进湖南省矿泉水产业发展,将资源优势转化为经济优势、竞争优势,提升矿泉水品牌价值和市场影响力,对湖南省矿泉水产业进行了研究.研究发现:湖南省矿泉水资源丰富,品质优良,并且拥有珍稀的矿泉水资源,但是矿泉水市场规模小、企业少、开发利用程度低;湖南省矿泉水分布均衡,地处中部地区,交通便利,物流方便,但缺乏省级政策支持,矿泉水企业成长缓慢;人民健康饮水意识提高,对矿泉水需求增加,但本土矿泉水优秀品质和矿泉水品牌却鲜有人知;外省发挥资源优势产业得到飞速发展,但湖南却缺少大企业、大品牌参与开发,矿泉水市场占有率低.为此建议:(1)高起点谋划,从省级层面制定扶持政策、成立推进机构、打造产业集群、做好配套建设;(2)高标准建设,加大招商引资、建立企业联盟、打造公共品牌、优选区位开发;(3)高强度推广,纳入政府采购目录、优先使用本土产品、多场合多平台销售;(4)高频率宣传,加大广告投入、讲好湖南水故事、增强公民健康饮水意识、提高本土企业知名度;(5)高力度打击,加强市场监管、严禁非法开采、打击违规违法生产企业.
Abstract
Mineral water resource endowment in Hunan Province is outstanding,but the mineral water industry is lagging behind.In order to promote the development of mineral water industry in Hunan Province,transform the resource advantage in-to economic advantage and competitive advantage,and enhance the brand value and market influence of mineral water,a study has been carried out on mineral water industry in Hunan Province.The study found:Hunan Province is rich in mineral water resources,excellent quality,and has rare mineral water resources,but the mineral water market is small,few enterprises,low degree of development and utilisation;Mineral water distribution in Hunan Province is balanced,located in the central region,with convenient transport and logistics,but the lack of provincial policy support,the growth of mineral water enterprises is slow;People's awareness of healthy drinking water increased,the demand for mineral water increased,but the excellent quali-ty of local mineral water and mineral water brands are little known;Provinces play a resource advantage of the industry has been rapid development,but Hunan is the lack of large enterprises,big brands involved in the development of mineral water market share is low.Suggest to this end:(1)a high starting point for planning,from the provincial level to develop supportive policies,the establishment of promotional agencies,to create industrial clusters,and do a good job of supporting the construc-tion;(2)a high standard of construction,increase investment,the establishment of business alliances,to create a public brand,and preferred location development;(3)a high intensity of promotion,included in the government procurement cata-logue,the preferential use of local products,multiple occasions and multiple platforms for sales;(4)a high-frequency pub-licity,increase advertising investment,tell the story of Hunan water.Hunan water story,enhance citizens'awareness of healthy drinking water,and improve the visibility of local enterprises;(5)high-frequency crackdown,strengthen market su-pervision,strictly prohibit illegal mining,and crack down on illegal production enterprises.
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