A Study On Fruit Juice Market And Marketing Strategy Of Local Products

With the attention to the health foods from the consumers, the fruit industry isnow facing an rapidly increase period. From 2002 to 2004, the foreign fruitenterprises developed rapidly in the mainland of China, well the market share of thenative fruit enterprises decreased. Under this background, with the aim at change thepassive situations of the native fruit enterprises, this paper mainly make aninvestigation of the market characters and the market tactics of the native fruitenterprises. This paper makes an case study of several fruit brand such asXianchengduo, Kangshifu, Xianchengmeiri C, and Qooer of CocaCola.This paper firstly put forward the position and the problems of the fruit industry.And then from the characteristics of the consumers, this paper make analysis of theage, income, drinking motivation of the consumers with the use of the method ofVariance Analysis. On the base of this, this paper make a scientific marketsegmentation, and put forward the way of market segmentation. From the demands ofthe consumers, this paper make the analysis of the tactic of new products developmentof the foreign enterprises, and put forward the tactic of new product developmentwhich make a combination consideration of product function and consumersegmentation. With the study of the marketing channel tactic of the foreign enterprises,and on the bases of marketing theories this paper put forward the appraising tableabout dealers, which can be used to tutor the native fruit enterprises to select thedealers, and put forward the method of qualitative and quantitative to assess thesellers. To the tactic of brand expansion, with the use of the matrix of function andexpression of the brand, this paper makes the brand position using the CorrespondingAnalysis. At last this paper put forward the future competition focus of fruitenterprises.On the basis of systematic and further analysis, this paper try to find the tactics atthe different marketing sections which the native fruit enterprises should adapt inorder to realize the healthy development of the native fruit enterprises.