Analysis Of The Wahaha Brand Marketing Strategy

With the rapid development of global economic integration and the intensification of information technology, China’s food and beverage industry develop rapidly. Wahaha, as a representative of the largest food and beverage enterprises as well as the most influential private enterprises in the country, how does it to develop effective brand management and marketing strategy is an important topic.This thesis takes Wahaha Company as a research object. It analyzes the company’s actual situation in brand management and marketing work, with the comprehensive use of4PS theory, SWOT analysis as well as brand extension and other related management and marketing theory. Meanwhile, it compares the company’s internal and external environment, and has the recognition of the company’s opportunities and threats; its strengths and weaknesses. Finally it puts forward the improvement direction of company’s management and marketing strategy.This thesis consists of six parts. The first part briefly describes the background, purpose, significance, research contents and methods of this thesis; the second part introduces the status of domestic and foreign theories of brand and brand development. The third part introduces the environment of the company’s development, including the general situation of the company, the internal and external environment, and makes the corresponding SWOT analysis. The fourth part analyzes Wahaha’s brand positioning and brand evolution, and uses4PS marketing theory to analysis Wahaha’s successful marketing strategy. The fifth part puts forward the corresponding countermeasures according to the analysis on the opportunities and challenges, advantages and disadvantages facing to the Wahaha. The sixth part is the conclusion of the thesis, summarizing the practical problem and issues of further research and discussion.This thesis uses literature review, case analysis, comparative analysis and other research methods, using a large number of detailed data, citing a large number of cases, so that to support the content. This thesis systematically constructs Wahaha’s brand management and marketing system, not only including the framework of management and marketing mode, but also having a clear direction for improvement, which can be a reference for the beverage enterprises and private enterprises in brand management and the implementation of marketing strategy.