Marketing Strategic Of Hainan Vito Juice Limited Liabilty Company

Fresh fruit juice industry as an emerging market segments, and catering, retail, tourism and leisure industry is closely related to. It is in the beverage industry in the proportion is not high but the great room for development, its market scale is not big but very sensitive, inside and outside environment more. Fresh fruit juice enterprise marketing strategy for its survival and development has a crucial role in.This paper takes Hainan Province as regional background, takes Hainan Vito juice limited liability company as a case, research on the development present situation and marketing strategy. Firstly, the analysis of external environment, using the PEST model focus from politics, law, economy, social culture and technology is discussed from four aspects, the Potter five forces model of industry environment analysis, by comparing the existing competitors, potential entrants, buyers, suppliers and the situation of substitutes, the Vito juice in the industry the location of. Secondly, internal environment analysis, combing the Vito juice company resource, capability and core competitiveness, combined with SWOT tool for analysis, studied the enterprise development strategy. Finally, in the above analysis on the basis of the research, combined with Hainan new fruit juice limited liability company oneself is actual, to the4Ps marketing strategy theory as a foundation, from product, pricing, marketing channels and four aspects of the strategy of planning.In this paper, research thinking and method on the fresh fruit juice enterprise marketing strategy research has some reference significance, research findings on Vito juice marketing strategy selection and optimization of direct guidance, for fresh fruit juice beverage industry also has a certain reference value.