Research On The Marketing Strategy Of Tongyi Fresh Orang

Fruit juice beverage is an important branch industry of China’s food manufacturing industry.After experiencing a rapid development stage,it has gradually shifted from category expansion to brand competition.With the development of economy and technology,people’s consumption patterns tend to be shared and social "new consumption",and consumption is changing towards youth,diversification,intelligence and experience.Therefore,it is of great significance to study the marketing strategy of ORANGEATE brand rejuvenation from the perspective of brand marketing for improving the competitiveness of enterprises.Taking the ORANGEATE brand as the research object,using literature research,in-depth interviews,qualitative analysis,quantitative analysis,data analysis and other research methods,this paper analyzes the current situation and problems of ORANGEATE brand marketing,and finds that its positioning is unclear,the brand is in an aging stage,and the relationship between young consumers and the brand is weak.Then combined with the actual situation of ORANGEATE,put forward optimization suggestions for the problems found,and under the background of diversified consumer demand and consumption scenarios,the consumer market is subdivided,the target market is evaluated and the market positioning is clarified under the guidance of STP theory.Finally,combined with the SICAS consumer behavior model,aiming at the consumer groups corresponding to the target market of "ORANGEATE",the brand marketing strategy that keeps pace with the times and conforms to consumer preferences was developed,and the guarantee measures for the implementation of the marketing strategy,such as cultural security,organizational security,adjustment of performance and assessment,and financial security,were proposed.The research results can improve the brand competitiveness of ORANGEATE and provide reference for the marketing strategies of other juice beverage enterprises.