Research On The Marketing Strategy Of Function Beverage For Kefir Company

Since China entered into WTO, how to do the market is the important problem for all enterprises facing with more and more intensely competitive.This article firstly simply describes the marketing theory and the enterprise stratagem and the development of marketing theory, all these just provide theory basis for market analysis, strategic analysis and giving marketing strategy. Secondly analyses the internal and external environment of Kefir company, then detailedly analyses its advantages and disadvantages and main problems lying in Kefir company, all these are basic for giving marketing strategy. Thirdly analyses the market of Kefir function beverage at present, find the opportunities and threats to the product from three hands including the market demands, customers and competitor, all these establish the base for marketing strategy. Fourthly puts forward marketing strategy of function beverage market for Kefir Company. Fractionizes the function beverage market, then sets goal market on the product, and then brings forward proper product strategy, price strategy, promotion strategy and place strategy according to the product characteristic. Fifthly analyses detailed implement projects and assuring measures for the marketing strategy in Kefir Company.This article based in thorough market investigation and research, seriously analysed Kefir function beverage in the face of the internal and external market situation, and the development state of domestic economy, researched into the competitions, challenges and opportunities faced with Kefir company, then find the shortcomings lying in marketing, then correctly set the market position, then put forward effective marketing strategies to supervise the practice and promote the companies' development.