A Research On Chinese Local Soft Drink In Marketing Strategies Based On The Public Relations Perspective

At present, China's soft drink industry is in the rapid development. With Pepsi, Coca-Cola International, represented by large beverage companies have landed in mainland China's huge consumer market in an attempt to carve up the huge cake. With increasingly fierce competition, brand competition has been integrated into the product, price, channel, promotion of competition in all aspects. These multinational brands, with its deep resources and strong financial support and expanding in foreign markets the successful experience of the local beverage enterprises in mainland China constitute the encirclement, it into a "besieged" embarrassment. Help develop national brands of soft drinks a competitive marketing strategy and tactics imminent.For foreign-funded enterprises in China under attack for the local soft drink companies, public relations, marketing is out of the current difficulties encountered in an effective way. Public Relations (Public Relations, PR) refers to the social organization to the public through the dissemination of information exchange, to mutual trust and support, both influence each other's status and connections. In this paper, soft drinks business SWOT tool from the local marketing environment, and thinks that the local soft drink company is currently in a weak position - Opportunities (WO) combination of internal and external environment, should be taken based on the existing improved marketing strategies, the specific method is to use public Relationship marketing. Local soft drinks companies from analyzing the value chain, according to the local soft drink company's marketing environment, this paper proposes the local soft drink company marketing public relations strategy choice. On the basis of the theory, we conduct a case study - Cola's marketing strategy, marketing analysis Cola current situation and existing problems and proposed specific solutions.This paper is divided into five chapters. Chapter 1 Introduction, background of the main topics of the introduction, literature review and research papers related ideas and methods introduced. Chapter 2 is public relations and public relations, marketing theory, the main research of public relations concepts, features and functions, and soft drinks companies marketing public relations, the necessity, feasibility and constraints and so on. Chapter 3 is a soft drink company marketing, public relations, research, analyzes the local soft drink company's marketing environment, and came to the local soft drink company marketing strategy for public relations. Chapter 4 is a case study, analysis of a very typical case Coke's marketing, public relations, as a supplement or verifies the theoretical study. Finally, conclusions and prospects, primarily summarize the main conclusions of this study, and make the appropriate future research prospects.