Research On The Optimization Of Marketing Strategy Of Ice Bayberry Juice Of C Compan

With the enhancement of China’s comprehensive strength,the consumption level of residents is constantly improving,people’s awareness of health is also increasing.In recent years,China’s beverage industry output has increased year by year.At present,China’s fruit juice drinks are in a period of rapid development,maintaining a good momentum of development.However,as the share of fruit juice drinks in the beverage industry is constantly occupied by other drinks,many big brands of fruit juice industry are gradually marginalized.There is a huge gap between the consumption of fruit and vegetable juice per capita in China and developed countries.In this paper,the iced waxberry fruit and vegetable juice beverage(hereinafter referred to as "iced waxberry juice")produced by C Company is taken as the research object.Firstly,the 4P marketing theory is used to comprehensively analyze the marketing strategy of C Company from four aspects of product,price,channel and promotion,so as to clarify the current status of marketing strategy.Then PEST analysis is used to analyze the macro environment of the product,and SWOT analysis model is used to analyze the advantages and disadvantages of C company,opportunities and threats.Interviews,questionnaires and other methods are used to conduct relevant market research on enterprises and products,summarize and analyze the consumption habits of current juice drink consumers and the preferences of C company for iced bayberry juice,and then systematically comb out the problems existing in C company’s marketing strategy:Market segmentation and positioning are not clear enough,and both the product classification and packaging are relatively single.The price system is not systematic,the marketing channels are narrow and traditional,and the promotion methods are single and mediocre.In this paper,STP theory is used to reposition the product from the perspective of subdivision,positioning and target market selection,and the marketing strategy optimization scheme is designed.The marketing optimization plan in product,price,channel and promotion is put forward.In addition,this paper also proposes some measures to ensure the implementation of organizational management,human resources,corporate funds and corporate culture.This paper also designs the marketing strategy optimization plan,proposed the implementation guarantee of marketing optimization strategy,and provided reference for C company to further expand the market,expand influence,as well as improve the core competitiveness of the enterprise.