Yunnan Coca-Cola Marketing Strategy Formulation And Strategy Optimization

Since reform and opening up to the outside world, along with Chinese rapid economic development and improvement of people’s living standard, beverage market has grown rapidly and the competition is also getting tougher. After Coca Cola once again return to the Chinese market, it successes With solid strength, high awareness of the brand, the success of the marketing. This thesis takes the Yunnan coca cola company as the research object. Using the marketing theory, it analysis its marketing strategy, and study the problems that exist in marketing, so as to propose optimization solution according to the characteristics of Yunnan market, to improve the marketing performance of Yunnan Coca Cola Company, and provide the reference of the enterprises in Yunnan province to develop marketing strategies and tactics, and improve the comprehensive strength of enterprises.Based on the many years marketing experience of me in Yunnan Coca Cola Company, this thesis analysis the current marketing situation and problems exists in the Yunnan Coca-Cola Company, using domestic and international marketing management theory and experience, proposes the marketing strategy that Yunnan Coca-Cola Company should take and the corresponding strategy designed to improve the marketing status, trying to discuss the marketing problem from the theory and practice of enterprise.At first this thesis reviews the current status of research on marketing theory at home and abroad. Secondly it introduces the main use of the marketing theory, then analyzes the marketing strategy of Yunnan Coca Cola Co, reveals the problems, next it analysis the marketing environment of Coca Cola Co in Yunnan,then it makes the SWOT analysis and determines the marketing strategy of the enterprise based on the business opportunities, threats, strengths, weaknesses. Then from the market segmentation and brand positioning, it determines the design of the market positioning for Yunnan Coca Cola Company. On this basis, it puts forward the optimized marketing strategy from product, price, channel, promotion. Then it sorts on the importance of marketing strategy by using mathematical model.Finally it puts forward the implementation of marketing strategy.