The Marketing Strategy Research Of Pepsi-Cola Under The New Media Era In China

New media marketing is a communication form of using the digital technology,network technology to provide users with information related to marketing.The emergence of this marketing approach,obtaining the extensive attention of the researchers in recent years,caters to the demand of the development for enterprise marketing work under the background of network.This article selects the Pepsi-Cola as the research object,basing on its objective analysis under the new media marketing situation in China,further expounds the problems existing in the work and the measures to solve the problems,and finally for the establishment of the new media marketing strategy system.In the actual research,it's found that Pepsi-Cola's new media marketing work aims at young group and pays attention to local cultural characteristics in China,with abundant marketing approaches.However,at this stage,Pepsi-Cola's new media marketing work still has the problem of insufficient to evaluate marketing strategy,redundant construction of marketing strategy,and imperfection of the marketing control system.In the future Pepsi-Cola should strengthen the evaluative feedback of all kinds of marketing strategies,and promote the differentiation research of marketing strategy to establish marketing control system as soon as possible.Predictably,with the implementation of brand strategy,product strategy,talent strategy and service strategy for the new media marketing,Pepsi-Cola can realize the establishment of the new media marketing strategy system.The exploration of Pepsi-Cola's marketing strategy under the background of new media provides a new idea for the development of the current food and beverage industry.The promotion of its successful model can effectively improve the competitiveness of the enterprises,and realize the benign development of related industries.In the subsequent work,people should continue the research of differentiation in network user groups and effect tests for all kinds of new media marketing strategy and so on.