The Marketing Strategy Study On Drinks Of Wahaha Company In Weifang

With the development of economy and the continuous improvement of people’s living standard, people’s life style and consumption level have greatly changed. Beverage product, as a fast-moving consumer goods has become an important part of the necessities of human life and the demand of it has also gradually increased, which to some extent has lead to the development of beverage industry in China. Under the rapid development and maturity., of beverage industry, the market competition is increasingly fierce. How to make effective marketing strategy and expand the market share of enterprise products becomes a primary issue in the development of enterprises.Wahaha group was founded in1987. After20years of development, it now becomes a large-scale food and beverage enterprise with the product of nine categories about more than150varieties. They are:milk beverage, carbonated drinks, tea drinks, bottled water, juice, beverage, canned food, medicine, health food, leisure food and infant milk powder. As China’s largest beverage enterprise, Wahaha developed rapidly, at the same time, the enterprise marketing strategy is also facing with many challenges.This paper makes research of Weifang market operations of Wahaha drinks. On the basis of marketing theory and according to the actual situation and development of Wahaha drinks, we use marketing theory such as SWOT and Five Forces Model Of Competition to make analysis of the inside and outside environment of Wahaha company. Also we put forward the suitable marketing strategy as well as the implementation suggestion and optimization scheme of Wahaha drinks on the basis of product strategy, price strategy, channel strategy and promotion strategy. It can also provide the reference and revelation for Weifang marketing strategy of Wahaha company and other companies.This paper is divided into seven parts. The first part mainly focus on the research background, research purpose and research significance as well as research actuality and research ideas; The second part elaborates the marketing theory, mainly including4Ps marketing theory, STP theory, experience marketing theory, network marketing theory and green marketing theory, etc.; The third part analyses the internal and external environment of Wahaha drinks as well as Wahaha’s advantages, disadvantages, opportunities and threats by using SWOT analysis and Five Forces Model of Competition; The fourth part analyses the marketing environment respectively from two aspects:macro environment and consumer behavior analysis; The fifth part is the marketing strategy part. Based on the analysis of marketing environment and basic conditions and according to the characteristics of the Wahaha drinks, this paper makes analysis of the product strategyN price strategy, channel strategy and promotion strategy of Wahaha drinks; The sixth part is about the implementation suggestion and supporting measures of Wahaha’s marketing strategy of the implementation of the recommendations and measures; The seventh part is the conclusion part of this thesis. It sums up marketing theory under the basis of current marketing situation in Weifang city and rises some questions and problems which are remained to be discussed in the future.This thesis makes suggestions on marketing strategy of Wahaha drinks in Weifang city based on the analysis of marketing environment. It provides a reference basis for the strategy formulation and implementation of other enterprises.