The Marketing Strategic Study On Carbonic Acid Drinks Of Wahaha Company In Chongqing

Since entering the 21st century, China's beverage industry is developing rapidly, production and consumption has maintained rapid growth. Soda beverage industry is a breakdown of the market. In this sub-market, Pepsi, Coca-Cola occupy majority of the market share.Wahaha,as a domestic carbonated beverage enterprises,how to develop effective marketing strategies and increase the company's products in the market share is the enterprise managers should be concerned about.This paper based on Wahaha Company in Chongqing carbonated beverage business, targeted the actual marketing work of sales company in Chongqing,used Porter's five integrated force model, SWOT and marketing mix, and other related marketing and strategic theory, through the company's external and internal environment analysis,has identified the opportunities and threats,advantages and disadvantage compared to competitors the company face with, and put forward the company's marketing strategy,finally worked out the the marketing mix strategy and the corresponding security measures in details.This paper includes eight parts. The first part, on the main topics of the paper's background and meaning, research conditiong at home and abroad and study ideas for a brief description; The second part expounded and sorted out the theory related to the paper ; The third part made analysis of the company's own ability,and focused on a detailed statemen of the company's products'the competitive position in all segments of the market; PartIV carried out a detailed analysis of thethree aspects, including the macroeconomic environment of Chongqing market, Industry Competition struction(particularly the specific competitors), as well as customer behavior; PartV is a part of a marketing strategy making, under the premise of the company's clear advantages and disadvantages, opportunities and threats, formulated Wahaha cola market's marketing strategy and the corresponding marketing mix strategies and security measures by applying the SWOT analysis; Part VII gived further reflection for the marketing strategy formulation;The eighth part is the conclusion of this thesis,which summarized the practical problems the paper solved by application of the theoretical knowledge and other problems which still need further study and discussion.This paper systematically constructed Wahaha soda marketing strategy system in Chongqing, including both marketing framework for strategic analysis and a clear strategic plan of action,just as a reference for the beverage industry and even the FMCG industry enterprise's marketing strategy formulation and implementation.