Research On Marketing Strategy Of BC Beverage Company Based On Precision Marketing

In recent years, the production of beverage industry has significantly increased and the structure of the industry has been optimized, so that the quality of the products has also been improved. As the consequence, the competition of beverage products in the market has been intensified and diversified "promotions" gradually become the main approach to improve marketing. However, as the production cost goes up with inflation and the market environment is also changing, it would be hard for the firms to keep their profits. Thus, retaining such extensive marketing strategies of promotions cannot sustain, and that is why innovation is needed in this field. Reviewing the status of BC beverage company’s marketing strategy, the paper found the following problems BC beverage company’s traditional marketing strategy:lack of market orientation, homogeneity of product development, high operating costs, conflicts of offline channels, singleness of promotional tools and inefficient marketing team. The reasons are as follows:emerging consumer demands, increasing industry market competition, lack of cost management philosophy, ineffectiveness of customer incentives, the online channel market penetration is not high and incentives has not been perfect. Paper summarizes current research by combining precision marketing4Ps marketing mix theory and the theory of BC beverage companies optimize marketing strategies, including precise positioning strategy, product strategy precise, accurate pricing strategy, distribution strategy accurate and precise marketing strategy. Also proposed to strengthen the long-term strategic concept, to grasp the dynamic market environment, promote team building and nurturing a reasonable premium brand culture and other measures.