The Dislocation Competition Beverage Company Marketing Based On XX

Chinese beverage industry is a new industry after the development of reform. Undergoesmore than30years’ development and the conformity, the Chinese beverage industryunceasingly mature and the development. The concept of marketing business is changing,gradually from the past to the traditional product sales to consumers as the center of the sales,attention is not only the production of the right product to the right customer, but pay moreattention to consumer demand, design accord with consumers need products, this is the resultof market competition at the same time, also made a new adjustment to the enterprise. Inaddition, the beverage industry to enter a doorsill low, resulting in many enterprises are veryeasily into the beverage market, so that there will be serious homogenization phenomenon,the net is becoming more and more fierce, fierce. Good prospect as well as high professionmarketability degree, it not only causes many domestic enterprises to enter this domain inabundance, but also has attracted some international drink giant’s joined. Chinese beveragemarket will officially enter the "Warring States Period".One hand.The beverage giant beginsto speed up expansion, and the other hand.A group of new products with healthy concept andunique agricultural products as materials emergence rapidly. The traditional quenching thirstfunction cannot fulfill people’s needs anymore, the customers need special functional drinksthose can help to reduce pathogenic firec and to help detoxification or to improve immunesystem and to get rid of sub-health. The customers’ understandings on functional drinks aregetting clearer and more mature. There will be an enormous market opportunity for those withdifferent functions and special targeted product.The thesis is divided into six parts: The first chapter is the introduction, it introduces theresearch background, research purpose and significance.The content and methods of research;The second chapter is literature review at home and abroad, it sates some theory of marketingand competitive strategy, and related research status and trends; Chapter Three firstlyintroduces the XX beverage company, then it uses Porter’s five forces model and SWOTanalysis to study the industry trend and advantages and disadvantages of XX beverage company; In Chapter Four, it analyzes the market segmentation, target market and marketpositioning of XX beverage company; the Chapter Five provides some strategies for XXbeverage company from four angles of the product, price, promotion, channel; the last part isthe conclusion of whole thesis.Through the research of the XX beverage dislocation competition strategy, the enterpriseis the Enlightenment: in today’s highly competitive beverage market, need to be clearlyidentify suitable for business target market, the market selection, positioning and competitivestrategy of combining three elements. The target market is the direction of the enterprisemanagement and the basic concepts, and lay a solid foundation for the brand positioning;accurate market positioning is particularly important, should be developed from thecompetitors products; the basic means of competition strategy is to ensure the realization ofthe business goal. At the same time, the marketing and competition strategy focus is accordingto the actual situation to adjust their own faces in different specific environment.