Research On International Market Position And Marketing Strategy Of Large Apple Juice Concentrate Processing Enterprises In China

Under the favorable conditions of the successful accession to the WTO, the research on the international marketing strategy of China's concentrated apple juice enterprises has important theoretical and practical significance.In recent years,China's concentrated apple juice production is growing.By 2004,China's apple juice concentrate exports have accounted for half of total world trade,which indicates that the comparative advantage of China's apple juice concentrate is steadyly increasing.However,because of the research and development of the international market is not enough, China's concentrated apple juice processing enterprises still exist some problems.Taking SDIC Zhonglu Fruit Juice Co.,Ltd.As an example,this paper firstly analyzes SDIC Zhonglu Fruit Juice Co.,Ltd.'s internal and external environment,then,this paper analyzes SDIC Zhonglu Fruit Juice Co.,Ltd.'s STP strategy,4p strategy portfolio,as well as the security conditions for the implementation of the strategy.This is the focus of this paper.First of all, based on the STP strategic choice theory,this paper firstly analyzes the world apple juice concentrate's demand characteristics and SDIC Zhonglu Fruit Juice Co.,Ltd.'s market segmentation,the main target markets and market position.Secondly,this paper explores SDIC Zhonglu Fruit Juice Co.,Ltd.'s 4p marketing strategy including the product strategy,pricing strategies, promotion strategies,place strategy.Thirdly,this paper analyzes the security conditions of the implementation of SDIC Zhonglu Fruit Juice Co.,Ltd.'s international marketing strategy.