The Research Of Wahaha’s Marketing Strategy In Ganzhou Market

With the improvement of people’s income levels and spending power, thedemand for beverage is also rapid growth, which makes China’s beverage industrydeveloping rapidly. However, barriers to entering the beverage industry is relativelylow, there are more and more manufacturers, meanwhile product homogeneity isgetting stronger,consequently the market competition become more and more intense.Therefore, the correct marketing strategy is particularly important. The national brandWahaha gradually develops from school run enterprise into China’s largest and mostprofitable beverage business, its successful marketing strategy has played animportant role. what’s more, its original “aggregators body” model in the industry isalso regarded as a classic.However, with the revolution of modern marketing channels, joint body can notbecome the core competitiveness of Wahaha, and it needs to make appropriateadjustments based on market economy. This paper based on Wahaha Group inGanzhou beverage business, combined with author of years of experience in WahahaGroup and the actual marketing sales work in Ganzhou Office, analyze the problemof Wahaha operations in Ganzhou: The operating efficiency of joint body is toodependent on Zong’s personal power; Abnormal phenomenon often occurs; Bloatedmarketing structure, resulting in the channel terminal Wahaha control is weak; Lackof brand promotion efforts. For these problems, on the basis of the full study on itsroots that efforts should be integrated in the product, brand, organization and dealermanagement, promote marketing channels become flattening and promote marketingsystem become institutionalized and standardized, to correct the current joint bodymarketing model. Specific recommendations include：accelerate product developmentspeed, launch more variety, high quality products to seize the market; reasonablystable system design spreads; strengthen the marketing network and team building；different brands implement differentiated marketing strategy.