Study On The Promotion Of Jilin Rural Market For Coca-Cola (Jilin)Beverage Co. Ltd.

China is a big agricultural country. Nearly60%of the national total population is inrural for. Since the16th national congress of the cpc the16th national congress of the cpc the16th national congress of the cpcthe16thnational congress of,the central government putforward the prosperity of the rural economy and the strategic of accelerating the urbanizationprocess.Under the guidance of this strategic launched a series of consecutive Huimin subsidypolicy. The income of the farmers showed more than10%of growth for three consecutiveyears. The net income per capita of rural residents in2012reached7917yuan, and the actualgrowth is10.7%, which is higher than the real GDP growth rate by2.9percentage points.Net income of rural residents continued the good momentum of rapid growth.The economy development and prosperity of rural market accelerate the developmentof rural urbanization. The improve for the means of transportation, the increase of industrialinvestment, and the increase for employment and education, all led to a series ofchange,which will inevitably bring about the upgrading of the level of rural consumption. Atpresent, rural food consumption expenditure accounted for42%of the total nationalexpenditure. For any enterprise, rural market will be a huge potential consumer market.For the soft drinks industry, although enterprises shows a rapid growth in recent years,but the latest Nelson data shows a shrunk in total beverage business. Urban market has beena hard battle for each beverage enterprises. The urban market lose the benefits because of thelarge-scale advertising and the fierce price promotion, which also led to a wait-and-seepsychological situation for consumers. At the same time, except the Coca-Cola and PepsiCola veteran companies, some of the local soda is sharing the no longer increased marketshare. New ways for volume growth become the source of benefit.The large amount of rural population means the potential of consumption, which is ahuge opportunity for no matter soft drink companies, or other industries enterprises. But thebroad geographical, low population density, income inequality, and the narrow informationsource for rural market, lead to the inevitably different routines for the rural market andurban market. This paper mainly combines the theoretical knowledge of marketing management,through a large number of survey data and secondary data access summarized a set of therural market development plan, according to the Coca-Cola4A" theory,which will be areference for entire industry in rural market development.