The Brand Promotion Strategy For The Small And Medium-Sized Beverage Enterprises In China

With the improvement of people's income and living standards, beverage consumer market has become unprecedentedly prosperous. Today, rivalry among beverage enterprises is very intense, and can be said to be filled with war smoke. With China's accession to WTO, beverage consumer market attracts a large number of foreign large-scale fast-moving consumer goods groups, by its wide geographical distribution and the huge demand by the rapid economic development. Under the severe situation of internal and external attacks, domestic small and medium-sized beverage enterprises are confronted with an urgent and significant issue what kind of brand strategy should be adopted to meet the challenge for the survival and development?Based on the theory of brand value promotion, and analyzing the brand-marketing environment and the status of the small and medium-sized beverage enterprises in China, it proposes the brand promotion path and strategy for the small and medium-sized beverage enterprises by the empirical analysis. Firstly, it briefly introduces the related theory of the brand promotion to lay the theoretical foundation. Secondly, it analyzes the marketing environment and presents situation of our country's small and medium-sized beverage enterprises in brand marketing, and then conducts a systematic SWOT analysis for the advantages and disadvantages,opportunities and challenges that small and medium-sized beverage enterprises in China are faced with. Finally, it builds the triangular model of brand value, and puts forward the brand promotion path and strategy for the small and medium-sized beverage enterprises.The research results of this study can be considered as the reference values and the guiding principles for the sustainable development of the beverage industry and brand promotion for the small and medium-sized beverage enterprises in China.