The Market Analysis And Marketing Strategies Of HY Company For Juice Carbonated Drinks In Gansu And Qinghai Province

Recently, The growth rate of Chinese average annual producing is more than20%, the beverage market has became one of the fastest growing markets in China’s food industry. In order to gain a leading position in market competition, we must be innovating in product development, production, sales, marketing, etc. Meanwhile, the consumer attitudes was changing from the preferences of single taste for the demands of natural and healthy. This is also the major challenge faced by the domestic beverage manufacturers. HY company has been committed to the production and sales of juice beverage. Therefore, HY introduced a new type of juice carbonated beverage for the market using their advantages.This article is based on the varied competitive situation of the domestic beverage market, studying the juice carbonated beverage of HY company, using the SWOT analysis, against in the characteristics of the beverage market in Gansu, Qinghai. Focusing on the advantages, weaknesses, opportunities and threats of the HY Company in the Gansu and Qinghai province. On this basis, this article combined with the theory of marketing strategy, proposed the marketing strategy of HY company juice carbonated beverage, that is target marketing strategy, marketing mix strategies, customer relationship management strategy and safeguards of implementing the marketing strategies finally.Finally, in order to ensure the smooth implementation of the HY corporate marketing strategy, this paper propose four aspects specific to safeguards, that is building the marketing team of excellent colleges and universities, market policy supporting, exhibit and maintain the Channel terminal, and improving the terminal reward and punishment and the back section systems.