| At present, the sugar products of most domestic enterprises are vulcanized sugar (only10%carbonation sugar). As of2013data show, carbonation sugar due to pureness, stability and no sulfur,90%of it is be used for medical pharmacy and beverage industry, most people live on vulcanized sugar.Sugar products belong to low concern products, the vast majority of consumers don’t understand theconcepts of vulcanized sugar and carbonation sugar, the sugar can be chosen in the market is too little.According to the performance of COFCO “Fortune” small package of sugar, we conduct in-depth studythe marketing behavior of COFCO small package of sugar. This work can provide theoretical guidanceto open up new marketing channel and expand the marketing practice of the product market share, inorder to improve the market competition ability of the enterprise, and create a better economic andsocial benefits.The main concept of this paper:(1) Review the overall marketing situation of small packaging carbonationApply the SWOT method to analyze the COFCO small package of carbonation sugar industryenvironment, the main use of political, economic, social and industry culture and the humanities,capacity and market size, competition industry marketing strategy. On this basis, we sum up thedevelopment trend of small package of carbonation suger in the future.(2) Analyse of the various factors for small packaging consumer purchase intention and influenceof carbonation.In this paper, we the use the questionnaire to study the willingness of consumers to buy for storage,packing, brand, price, quality, sales promotion combination and channel several influencing factors.Finally, reach the conclusion that what’s the most important factor that affect the consumer purchaseintension, so as to guide the means of marketing.(3)Put forward the suggestions and measures to improve the COFCO small packing carbonationsugar marketing strategy.In the micro point view of the COFCO, on the basis of the survey and the4Ps marketing strategytheory and the current small packaging carbonized sugar market competition situation, we productmarketing strategy, price strategy, channel strategy and promotion strategy. |
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