Research On Marketing Strategy Of Red Bull Drink In China

With the fierce market competition, functional beverage market share has been the extrusion of other types of drink, Red Bull now facing more intense competition further keep the stability and expand its market share to become the Red Bull company, a pressing matter of the moment.This paper has six parts: the first one is an introduction. Part of the main background of the full text for simple introduction, illustrate the theory significance and the practical significance. At the same time that make the research ideas and technology roadmap, finally introduces the innovations and defects. In addition, in the first part, the literature review is also included. In the part of literature review, the paper is divided into two parts, which are foreign and domestic. According to the domestic literature review, according to the maturity of the theory development, according to the time sequence is divided into three stages, and each stage of the main ideas. The second part discusses the development situation and existing problems of Red Bull beverage company, to prepare for the follow-up analysis. The third part is about the marketing environment of Red Bull drinks. This part is divided into three parts. The first part is about Red Bull beverage marketing environment of micro environment analysis, the second part is about the Red Bull beverage marketing environment analysis of the macro environment, the third part is Red Bull beverage marketing strategy SWOT analysis and selection. The fourth part is the Red Bull beverage company STP strategic positioning. Using STP model to carry on the strategic positioning of Red Bull beverage company. Fifth part of Red Bull beverage marketing strategy formulation: the application of 4PS theory. The sixth part is the conclusion and policy recommendations. On the basis of the previous empirical analysis, the main conclusions are summarized, the countermeasures and suggestions are put forward.