Research On The Market Survery And Strategy Of RIO Cocktail

RIO cocktail was born in 2003,formally bacchus wine,originated in Shanghai during the decades,premade cocktails’ s status as a leading brand has always had its ice by rebekah still sharp,RIO Yu Bingrui cocktail due to channel experience and strength loss.Ice in 2012 by sharp cocktail in the drama "love apartment" brand integration,won the youth consumer’s favor,have more youth market.Marketing strategy of film and television drama,allowing RIO cocktail online sales a few words of increase,according to the statistics show,after implantation compared to RIO cocktail sales than in the past,sales rose 8 times.RIO cocktail by 25 million since the establishment of liabilities,through ten years of brewing,profitability and presents the premade cocktails explosion model,only half a year revenue reached 1.617 billion yuan,beat has long been a dominant position of ice,the domestic market share of 55%,open RIO myth.But since 2016,premade cocktails industry development momentum,the market capacity,product homogeneity serious,RIO cocktail also encounter the situation of market shrinking,into the bottleneck period.This paper combined with the marketing theory,and according to the market depends on the principle of consumers,based on my area as an example,using the survey method to analyze RIO cocktail of consumer choice,investigate the cognition of RIO cocktail of consumers,according to consumer’s demand for the development of targeted and effective marketing strategy,increase the market share,not only to the RIO cocktail marketable value,can better service for customers at the same time,meet the needs of the consumers.By establishing the model,using empirical analysis of the data,we validate the model of consumer purchase decision about RIO cocktail behavior influence factor and path,according to the research conclusion follow-up for RIO cocktail nanchang market marketing strategy put forward certain theoretical guidance.At the same time,the face of the insufficiency inresearch,and put forward for the future on the basis of the lack of related research in the future.