| Function beverage is being accepted by more and more people along with the boosting up of self health protection. Kang shifu provides X-sports at this time and the aim is not only to satisfy the consumers' needs, also to compete with other producers. However, facing the serious competition, Kang shifu had to make X-sports abstracted by people and beyond other competitors. All of this marketing strategy is the main problem that the paper will solve.In the first chapter of this paper, exterior circumstances are analyzed, especially the economic and consumption situation. The model of Michael Potter used in a certain industry is applied to analyze the competitive structure in Chinese function beverage industry; and the results is to reveal several chances and threats to a certain firm in this industry.In the second chapter, interior circumstances are analyzed, especially the group resources and beverage company situation. Then, the product feature and the present marketing strategy are described.In the third chapter, according to the analysis of exterior and interior circumstances, the opportunity and thread are described. At the same time, the strength and weak are revealed. After SWOT analyzing, the marketing strategy is established, including positioning, place, brand and the corporation culture.At the last chapter of this paper, some problems are paid attention when actualizing the marketing strategy. It would be really joyful if X-sports could get much more market share because of the marketing strategy. |
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