Marketing Strategy Research Of Coca-cola(HLJ) Beverages Co. Ltd.

Coca-cola (HLJ) Beverages Co. Ltd. established in1993, passing through nearly twentyyears’development, now has developed into the international modern company with staff ofmore than1000, and its year’s sales volume is close to five hundred million yuan, businessscope covers the whole province as an integration of production and sales. Since Coca Colaenter to Heilongjiang with its strong brand appeal, good service system to create value forHeilongjiang consumers, it has achieved good achievement. With the economic developmentof Heilongjiang province, numerous beverage brand entering into this market, and consumerdemand for variety, beverage industry has formed into a new pattern. In such a challengingsituation full of opportunities and challenges, it is a urgent problem for beverage productionenterprises to solve about how to adjust their strategies to acquire advantage position, to meetconsumer demand, to win in the competition.This paper is based on the beverage industry development background in recent years.First the domestic and international scholars’ relevant theory of enterprise strategic researchwas analyzed. Second combining with the actual situation of Coca-cola (HLJ) Beverages Co.Ltd., the external environment faced by the enterprises as well as the external sector influencewere analyzed using Potter’s five forces model, and then the marketing activities ofopportunity were summed up using of SWOT analysis; Third, combining with the marketingopportunity further to put forward the marketing strategy and the existing problems by theanalysis of Heilongjiang Coca Cola marketing present situation; Fourth, according to theanalysis of existing problems, put forward the marketing strategy formulation principle, target,and then put forward a new strategy and function strategy; Finally, in order to better achievethe strategy, put forward the marketing strategies safeguard measures of Coca-cola (HLJ)Beverages Co. Ltd.; To recap, the conclusion of improving the marketing strategies wasachieved aiming to improve the performance of Coca Cola in Heilongjiang market throughstrategic research, expand enterprise’s profit ability.