Improvement Scheme Of Promotion Strategies For The Uni-president Beverage

With the rapid development of the beverage market competition, the brand competition is increasingly fierce, and the manufacturers pay more attention about how to achieve the garget of efficient promotion management. Consequently, for Uni-President Beverage Company, it is the urgent time to improve the existing marketing strategy, optimize the marketing management process, and emphasize the effective promotion management to enhance the its market competitive.This thesis discusses the implementation about promotion management and the way of how to guarantee it does work. The thesis summarized the promotion management research both domestic and overseas, combined with the actual situation of unified drinks promotions management case, started from the analysis of promotion strategy, effect and risks. Firstly, the thesis introduces the background of the topic choosing, the purpose of research. Secondly, it makes a briefly introduction of the basic situation of unified drinks, analyzes the features of unified promotional beverage, finds out the problems and solutions about promotion management of unified beverage. On this basis, the thesis raises the improvement scheme of promotion management about unified drinks, including the improvement of promotional advertising, the integration of promotional tools,the innovation of internet promotion, the optimization of retail terminal and the future direction about promotion management of unified beverage. Finally, the thesis concludes the implementing guarantee of promotion management to enhance the core competitiveness of the unified beverage after ensuring the execution of promotion strategy and effect by the analysis of organization management, process management and risk control. This thesis is the applied research of marketing management strategy, provides the market strategy for unified drinks,presents the decision about how to choose and improve the promotion strategy. It will be valuable if some other enterprises could be benefit about promotion strategy from the thesis.