The Marketing Of Small And Medium-sized Beverage Enterprises

In modern times with surplus of production capacity generally, the marketing draws comprehensive attention. But people generally concentrate on the marketing of large enterprises and the products of famous brands and the marketing of small and medium-sized beverage enterprises is getting short shrift. The marketing activities of most small and medium-sized beverage enterprises lack the theoretical guidance and they are carried out blindly. Therefore, the study of the marketing of small and medium-sized beverage enterprises is of theoretical and practical value. This thesis is going to have a relative deep research on it.The thesis expounds and proves from the following four aspects:Firstly, it introduces the development of China's beverage industry, trend of beverage market and small and medium-sized beverage enterprises.Secondly, it analyzes the marketing environment of small and medium-sized beverage enterprises macroscopically and microscopically, and concludes the superiorities, the weaknesses, the opportunities and the threats that small and medium-sized beverage enterprises are up against.Thirdly, it analyzes how to develop the marketing mix strategies of small and medium-sized beverage enterprises through the analysis of market segmentation and position.Fourthly, it analyzes how small and medium-sized beverage enterprises supervise and construct Marketing Organizations.The basic conclusion of the thesis: Small and medium-sized beverage enterprises should regard the market as the foundation stone, pay great attention to consumer's psychology, make rational market positioning, develop marketing mix strategies conforming to the reality, and form the marketing mode suiting China's small and medium-sized beverage enterprises.