Research On Marketing Strategy Optimization Of JK Company’s Artificial Sweetener Products

With the increasing proportion of obesity,diabetes and three high populations,as well as the awakening of consumers’ health awareness,the low-sugar and sugar-free products market share continues to grow,which also promotes the rapid growth of the artificial sweetener industry.In addition,many countries began to implemented a "sugar tax" on sweetened drinks,to urge manufacturers to reduce use of sugar.Many worlds well-known brands had taken the lead in upgrade the formula to reduce the sugar,which further promoted the growth of artificial sweetener industry.China has yet to impose a sugar tax,and it is a good sign that city of Shenzhen has started requiring signs at counters or shelves when selling drinks contained sugar.China’s artificial sweetener industry left behind the international peers for many years,such as technology and products quality.By now,international peers focus on high value-added fields.On the contrast,domestic industry integration its ongoing process,there are many artificial sweetener suppliers existed,and everyone has equal opportunities.In order to seize this opportunity,enterprises must constantly optimize the marketing strategy,in order to stand out in the fierce market competition.The thesis takes JK company as the study example,to further analysis of marketing status and competition situation of JK company.Through questionnaire survey,the following problems can be learned in JK Company: single product,unreasonable product price,narrow market distribution channel and unsatisfactory promotion effect.Then,combined with the actual situation of JK company to find out the causes of marketing problems.Finally,based on the 4P marketing mix theory,this thesis proposes an optimization plan for JK Company’s artificial sweetener products marketing strategy,to help JK company’s long-term development.Based on JK company’s own situation,this thesis provides suggestions for the optimization of its marketing strategy,hoping to have certain significance reference for the development of artificial sweetener industry.