Research On The Marketing Strategy Of Q-Brand Soda Water In Sichuan Market

In recent years,especially during the epidemic,China’s economy plays an increasingly crucial role in the international stage.With the continuous acceleration of the urbanization process in China,besides the basic material needs,people began to pursue a higher spiritual and cultural level of quality life,and the requirements for eating have shifted from the previous safety to health,and even higher consumption experience and spiritual appeal.Water serves as the essential element of people’s body and needs to replenish at any time.The emergence of bottled drinking water have solved the needs of consumption for thirst,and now more consumers began to pay attention to soda,sparkling water and other products.Sugar-free,fat-free and other concepts have also deeply touched the minds of consumers.The market with great potential breeds a variety of brands,and competition tends to be fierce.In such a big environment,enterprises want to become the benchmark or leader of the industry and lead the soda industry to stride forward.At this time,how to formulate practical marketing strategies for consumers,meet the consumer experience of different consumers,and highlight the siege or even stand out in the industry competition has become an important topic for Q-brand soda enterprises.Different from the existing model of Q brand that facing to a wide range of consumers across the country,Q brand soda mainly targets at the consumer segments of the market and is a regional product so far.Therefore,the greater difference in marketing strategies requires more innovative thinking and practices.This paper attempts to use literature review,summarize the practical experience and method of questionnaire data analysis,combined with Q brand’s practical opretion,advantages of the products itself as well as the health concept of consumer segment scene of soda category,find out the the deficiencies of Q brand soda’s marketing model in sichuan market on the present situation,and put forward the optimization strategy for future practice.This paper first introduces the research background and its significance,and analyzes current research situation at home and abroad,which lays the foundation for the following research.Then the research content and methods are illustrated,as well as the theories used in this paper,such as marketing theory,SWOT analysis and 4P marketing theory,to set up the theoretical foundation for the analysis,and the problems and challenges of Q brand soda in meeting the needs of consumers in the segmented market,reaching and communicating with consumers in the segmented market,and innovative marketing scenarios were analyzed.Secondly,this paper conducts a comprehensive analysis of the business environment of Q-brand soda in Sichuan,including the introduction of company’s background as well as the mainstream products.A questionnaire was used to collect and obtain the current development status of Q-brand soda in the market,to find out the shortcomings in marketing strategies.Meanwhile,the SWOT analysis tool is used to analyze the strengths,weaknesses,opportunities and threats of Q-brand soda.It is pointed out that Q-brand soda water should give full play to its advantages to seize market opportunities,use its own advantages in technique,sales and quality to avoid threats,which could seek benefits and avoid harms to achieve new breakthrough.Finally,specific marketing strategies for various aspects are proposed for Q-brand soda,including product,channel,price and promotion.what’s more,there were three measures that assure the inplementation of certain marketing strategies,including shaping the company’s corporate culture,Improving the overall strength of all staff and completing the marketing strategies.The domestic soda market has achieved certain development under the influence of the periphery,and has shown vigor and potential lately.It is expected that the research results of this paper could play a role in boosting the promotion and sales of Q-brand soda,which could also have certain reference significance for other soda enterprises in the same industry.