Marketing Strategy Research On Changchun Pepsi-Cola Beverage Co.,Ltd.in Changchun

In 1996,Pepsi entered Changchun,after 22 years of development.Nowadays,Pepsi,as a leader on the carbonated drink market in Changchun which has occupied more than 60%market share.While Pepsi is growing rapidly,it has not escaped the threat of its rival Coca-Cola.And the beverage enterprises represented by Wahaha,Nongfushanquan,Kang Shifu,Unionist and Wanglaoji are also trying to grab a share of the beverage market through the innovation of the marketing mode of "promoting green health" and the innovation of the product types of "making more suitable for Chinese taste by tea drinks,juice drinks,lactic acid drinks "The market competition environment is becoming more and more fierce.If PepsiCo wants to continue to maintain its dominant position and achieve benign and sustainable development,it will not be able to relax.It will pay attention to the changes in the market and channels,adhere to the needs of customers,and actively innovate the marketing model.Make the channel form constantly optimized,and work hard to truly maintain its own advantages..This paper analyzes the case of Changchun marketing of Pepsi-Co brand,combined with the overall development environment of China's carbonated market and its own internal environment system.This paper analyzes the problems existing in the current enterprise marketing,and analyzes the applicability of its marketing strategy by using the analysis method.On this basis,using the theory,aiming at the Changchun Pepsi brand's product strategy,price strategy,channel strategy,respectively,Four aspects of promotion strategy are put forward in order to provide operational basis for the decision of Changchun Pepsi in the field of carbonation.