Study On The Marketing Strategy Of “Australian Sunshine” Freshely Squeezed Fruit Juice Store In Zhengzhou Market

With the rise of the concept of green health food consumption, more and more consumers begin to pay attention to food safety, health and nutrition. An endless stream of food safety incidents, so that the consumer's attention to food consumption continues to rise. Under this big background, health and nutrition and safe green food has been referred to a new agenda, and now squeezed juice to the face surface of freshly squeezed now drink "," no hook to health ", and the characteristics of" no preservatives, additives, appear in front of consumers, popular with consumers love, the industry is to cater to the people novelty, change of consumption concept, safe consumption of beverages will be presented in front of consumers. According to the different needs of consumers, the introduction of Australian Sun Shine Co juice. The world's most advanced equipment and technology, hybrid and domestic related Agricultural University jointly developed formula of juice, fruit spell box, the company not only to consumers recommend juice products, but also family processing technology and program promotion to consumers, consumers not only can the various chains of Sun Shine Co in Australia enjoy different series of juice at the same time, when conditions permit, can also use the Australian Sun Shine Co to provide their professional preparation to reconcile juice at home, the Sun Shine Co is in the consumer not only promote a product, but a set of security the green food of the new scheme, including the source of raw materials from the beginning of fruit.The paper analyzes the generic status of the freshly squeezed juice backgroud of the whole country and Zhengzhou market solely based on fresh squeezed juice, and studies the current status, future development and marketing strategies of Australian Sunshine Co., Ltd in a point of both macro and mirco view,points out the tendency and bottleneck of the freshly squeezed juice market, and analyzes the positon of Australian Sunshine Co., Ltd. Furthermore, it analyzes the internal circumstances, explores the resources and core competencies, and set the overall portfolio marketing strategies with SWOT analysis. Finally it draws up the marketing strategies product portfolio, pricing, placement and promotion.As a result of freshly squeezed fruit juice drinks in the Chinese market is also just the rise in recent years, and the Australian Sun Shine Co is also a new company, and the market development trend is in a rapid rise period. As long as the face of their own shortcomings, careful analysis of their own problems, learn from the successful experience of domestic and international well-known beverage market integration marketing, the Australian sun is now squeezed fruit juice stores will be able to open up the situation in the Zhengzhou market, the market will achieve fruitful results. Hope that through the research of the paper, can be "Australian sunshine" is squeezed fruit juice stores and other enterprises to provide theoretical guidance and reference for the marketing.