Research On Pepsi China’s Internet Marketing Strategy

Internet marketing is a new type of marketing, which is based on the internet, using digital information technology, leveraging the interactivity of internet media, and to achieve market objectives. The broad concept of"Internet marketing" is a series of marketing activities carried out by means of Internet. Concepts such as "online marketing","E-marketing",and"digital marketing",are similar to the concept of Internet marketing.Internet marketing strategy is part of the scope of marketing strategy. It includes combination of internet marketing tactics which fits the market characteristics of an enterprise. Internet marketing strategy not only strengthens the traditional marketing theory, but also implements upgrade and innovation, and puts forward some new theories.Internet marketing has strong practical characteristics. It is more practical to seek for general patterns and effective approaches of network marketing in practice. When carrying out internet marketing, enterprise should adapt to the new Internet marketing environment, and leverage Internet tools to provide effective support for its marketing activities.By using the Internet marketing theory and method, this paper analyses the PepsiCo’s development status, basic situation, industry environment and market demand, and obtains the experiences and problems of marketing management in PepsiCo. From the perspective of 4C marketing theory, this paper also analyses PepsiCo’s Internet marketing strategy and practices,summarizes the its internet marketing strategy and status in China, and puts forward the Internet marketing strategy for operation. Finally, this paper summarizes the whole research, and concludes the experiences that can be used for reference.