The Application Research Of The Balanced Score Card In The Performance Management Of Tines Group

At present, the non-carbon beverage and carbon soft drink have become the three pillars of the situation, Master Kong, Coca cola, Pepsi cola, these three industries accounted for a large CSD market share of 80% of the remaining 20% is occupied some scattered small and medium brands, such Wahaha, Huyuan, Nongfu etc., so in the case of many competitors, the brand category were shown every moment when the rapid changes in trends, business development and marketing strategies are also facing many challenges.Pepsi cola was established in 1894, and enters in the China in 1985, and invested in Harbin Pepsi Cola Beverage Co., Ltd., in 2005. In the development of the continent 25 years, companies continue to grow and develop uniform, but when going through some twists and turns, and the price advantage of other small and medium enterprises, the enterprises are also faced with certain difficulties, unchanged if the Uni-marketing practices, no resilience to cope with external environmental sensitivity, it is likely to be carbon soft drink makers catch up with the newborn, or even tragically out of the market. Pressing task for business is through a unified enterprise CSD market and internal and external environmental analysis to develop a set of effective field marketing strategy to get rid of backwardness, the formation of its core competitiveness, leap in the development of enterprises.In this paper, a unified Pepsi carbon soft drink brand in Heilongjiang case analysis, based on a unified corporate brand, combined with the overall development of China's CSD market environment and its internal own environmental system, which analyzes the current business problems in marketing and use of SWOT analysis the applicability of its marketing strategy for analysis. On this basis, the use of 4P theory, the Harbin Pepsi Cola Beverage brand product strategy, pricing strategy, channel strategy, promotional strategy four, the proposed enterprise instant noodle brand marketing strategy is proposed that, as a unified enterprise in Harbin in the field of carbon soft drink provide a workable basis for decision-making.