A Study On Brand Building In Soft Drink Industry Based On Networking Marketing

With the increasing national economic development and people’s living standards, China has gradually become the consumption of soft drinks. At the same time,the level of reform in China continue to deepen, more and more multinational beverage brand to enter the Chinese market, and China’s soft drinks market is highly competitive. It has become one of the urgent problems in the domestic soft drink companies of how to shape and enhance their own brand of charisma to demand a place in the fierce market competition when facing the multinational brands continue to infiltrate and consumer increasingly rational consumer behavior.In the new century, the rapidly growing popularity of the Internet has opened up new avenues for the Chinese soft drink companies to build brand. The Internet by virtue of its speed, wide spread, low cost and effect of a good advantage is liked by business owners of all ages, more and more SMEs choose to use network marketing to build brand image. Higher homogenization of soft drinks and industry barriers to entry lowing, are leading to a competition between the Chinese soft drink companies mainly concentrated in the brand competition. By means of network marketing to create the corporate brand, enhance consumer brand awareness, thinking habits formed in the post-purchase, is particularly important for improving the core competitiveness of enterprises.This paper first describes the theoretical knowledge of these three concepts of soft drinks, brands and network marketing, then analysis the China’s soft drinks industry marketing environmentlate form three aspects of the soft drink industry market conditions, the consumer group properties and the changing of influence, which was foreshadowing to soft drinks companies when using network marketing to build the corporate brand later. Secondly, I believe that the use of network marketing to build a corporate brand is very necessary. It is not only their own development and to meet consumer needs, and to ensure that the enterprises in the fierce market competition, long-term survival. The last in-depth analysis the problems of China’s soft drinks business in the use of network marketing tools to build brands and has a in-depth causing analysis, and targeted countermeasures to solve.This paper status the soft drink enterprise analysis, analysis of China’s soft drinks industry, the use of network marketing to build brand image, combined with the characteristics of the soft drink brands, and proposed measures for China’s soft drink brand building web-based marketing. The significance of this study is from the brand’s own laws, combined with the actual development of China’s soft drink companies, only to seize the means of network marketing to help soft drink companies to achieve the ultimate value and enhance the core competitiveness of its inherently.