Marketing Strategic Study For Spring Beverage Of Baotou Hui Xin Industrial Co., Ltd.

As one of emerging industries since the reform and opening up, China's beverage industry is the development hot spot and new growth point in the Chinese consumer goods. Over the past 30 years, the beverage industry is developed and mature; the overall size is very big, strong profitability, and product stable growth. Meanwhile, the beverage product competition is fierce; on the one hand, the international beverage giant is accelerating expansion, on the other hand, the domestic brand has gradually become the main force of the national, regional or category brand. In the fiercely competition of beverage industry, Spring drink of Baotou Hui Xin Cor., Ltd., as a new generation of beverage enterprise, is facing severe challenges including how to rise from Baotou, how to occupy the northern market, and how to gain a foothold in the mature of the beverage industry. Marketing plays a very important role in this battle.The research analysis is based on the mature Marketing theory, including the theory of PEST analysis, STP theory and the theory of classic 4Ps marketing strategy combination. First of all, an in-depth analysis about the present situation of Spring marketing found that the main problems existing in the marketing, and then expand the marketing environment analysis, one is the macro environment analysis, the second is the development of the beverage market trends and industry competition situation analysis contrast. On this basis, it is concluded that the SWOT analysis of the enterprise, points out that enterprises should be improved in perspective of customer satisfaction, brand promotion and product differentiation marketing strategy, and corresponding human resources support. Second, after segmentation and selection of beverage market, the target market and market positioning is chose, then, the market positioning is presented from the aspects of interests, attribute and value. Finally on the basis of market positioning, formulate the detailed marketing strategy combination plan. It is from product, price, channel and promotion four aspects put forward the corresponding strategy, product level from three aspects of product differentiation, brand strategy and regional product strategy design; The price level on the basis of product pricing target population and product positioning, respectively; Channel level on the basis of existing channels of market development, and actively develop the network channels; Promotion level using the background of the Mongolian Yuan culture of Spring beverage,in the concept of integrated marketing guidance, promote a variety of means. In the end, marketing personnel structure optimization, enterprise culture and the human resource plan for strategy implementation to guarantee.This research results has certain enlightment and reference significance to Hui Xin industrial Cor., Ltd. However, due to the limited level of the author, the practicability and validity of the research results remains to be long time practice can be verified.