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当前，随着经济和社会改革的不断深入，我国水务行业市场化进程快速推进，水务产业整体呈现出高速发展的态势，展现出良好的市场前景。甘肃省水务投资有限责任公司（以下简称省水投公司）作为全省最大的水务公司，肩负着全省水务市场化发展改革之重任。其中供水业务板块主营有自来水与饮用水两种，由于目前自来水市场依旧由政府管控较多，故本文主要对饮用水业务的营销策略进行研究。

本文以营销理论为基础，以文献研究、实地调查等方法为研究方法，以SWOT理论为分析工具，结合STP营销战略、4Ps营销策略理论，认真分析目前饮用水市场的宏观环境、微观环境及企业内部环境，根据公司自身实际，提出行之有效的饮用水营销策略建议。

最终确定公司要依托市场定位，借助企业优势，努力打造以地方水资源为主导，利用产品、价格、渠道、促销策略建议，以价格低廉、水质优异的卖点，拓展公共活动销售区域的营销策略。总之，省水投公司要想在可持续发展的道路上走的长久，在竞争激烈的市场中屹立不倒，就要坚持以先进、科学的营销理念和理论为指导，结合市场具体情况，努力开拓创新，调整营销策略，来实现公司的跨越式良性发展。

At present, with the deepening of economic and social reform, the marketization process of China's water industry has been rapidly promoted, and the water industry as a whole shows a trend of rapid development, showing a good market prospect. As the largest water company in the province, Gansu Provincial Water Investment Co.,Ltd.  shoulders the important task of the market-oriented development and reform of the province's water supply. Among them, the water supply business mainly includes tap water and drinking water. Since the tap water market is still controlled by the government, this paper mainly studies the marketing strategy of drinking water business.

In this paper, on the basis of marketing theory, for the method of literature study, field survey and other research methods, with the SWOT theory as the analysis tool, combined with the STP marketing strategy, 4 ps marketing strategy theory, to analyze the current drinking water market macro environment, micro environment and internal environment, according to the company's own actual, put forward effective water marketing strategy recommendations.

Finally determined that the company should rely on the market positioning, with the help of corporate advantages, strive to build local water resources as the leading, the use of products, prices, channels, promotion strategy suggestions, low price, excellent water quality selling points, to expand the marketing strategy of public activity sales area. In short, in order to go on the road of sustainable development for a long time and stand firm in the market with fierce competition, Shishui Investment Company must adhere to the guidance of advanced and scientific marketing concepts and theories, combined with the specific situation of the market, strive to develop and innovate, adjust the marketing strategy, to achieve the company's leap-forward benign development.