Marketing Strategy Research On Gum Market Of Wrigley Confectionery (China) Company

With the increase of the per capita consumption level of our country, the chewing gum products, as the daily fast moving consumer goods, also have higher growth rate. The average annual compound growth rate of China’s chewing gum market is above 12%, and the whole market demand of chewing gum is on the rise. Throughout the chewing gum industry, you can find no glycosylation, functional, fashion; fine differentiation will be the next few years, a trend of development of the gum industry. Wrigley confectionery company as the chewing gum industry leading enterprises, faced with the same consumption upgrade has brought pressure on the environment, adjust the marketing strategy, to adapt to new changes, is the important guarantee for the enterprise to keep sustainable competitive advantage.In this paper, take the market marketing environment analysis of theory, SWOT analysis theory,4Ps marketing theory as the foundation, through to Wrigley confectionery (China) company marketing strategy research and exploration. Firstly the macroeconomic environment and industry environment were simple analysis, and then use the five forces model analysis of the industry environment, the competitors, chewing sugar, alternatives, consumption characteristics, and then the company’s target market. According to the analysis of the data, then using the SWOT analysis method of Wrigley Company products in the domestic market of marketing opportunities and threats analysis, and develop the Wrigley paint company marketing strategy, and then combined with the Wrigley Company itself characteristics of enterprise culture and product features, selection and formulation of Wrigley brand in the Chinese market marketing scheme. Then the formulation of products in the Chinese market the product strategy, price system, channel strategy, promotion strategy, to make up for the Wrigley Company marketing strategy, and put forward the guarantee measures.The research of this paper has two aspects of significance, theory, this paper for the foreign-funded enterprises especially common problems encountered by small and medium enterprises with foreign investment in China’s marketing for more in-depth analysis, has certain theory significance of this kind of enterprise marketing strategy planning. In practice, this study has certain reference value to the Wrigley Company’s marketing activities, and it also has certain reference significance to the competition of the enterprises in the chewing gum industry.