Wahaha's Research On Marketing Strategy Optimization In The Puyang Market

Hangzhou Wahaha Group was established in 1987,the advent of children's nutrient solution,so that "Wahaha" brand hot all in China;the product called“Yingyangkuaixian” market success in 2004,and win the pursuit of "Shuangwaiwai" in 2006,completely laid the Wahaha domestic beverage market leader status.In addition to products,Wahaha's success also benefited from its sales model,that is,by the United States Harvard Business School as "China channel innovation case" of the "joint sales model",also known as business and dealers "risk-sharing,common Benefit " model,That is Wahaha company with a large number of dealers,formed a coalition of interests,together to sell Wahaha products,or Wahaha company sales staff mainly for dealers selling products.But good times don't last long,After the cross-industry business,on the one hand in the dominant product market gradually lose dominance,on the other hand because of the scattered financial and energy,and underestimated the cross-line business risk and Difficulty,leading to the development of the bottleneck in 2012 after the development of bottlenecks,slow growth,slowing from the growth rate to the monthly guarantee affor.2013-2016,has been ranked first in the country's largest sales of the Henan market,after several adjustments,negative growth more and more serious,Puyang market as a typical northern market,these years have been witnessed the development of the big Henan,it is called Is the epitome of Wahaha's entire northern market,then through the Puyang market research background,meaning and method of establishing,and gradually analyze the overall marketing environment,market conditions and problems and the reasons for the formation of these problems,and then put forward the corresponding marketing strategy optimization recommendations and The implementation of these recommendations is guaranteed.On the one hand to make it can be in a set of optimized marketing strategy under the orderly in the next step in the overall market operation,on the other hand is conducive to the company to learn through the spread to the entire northern market and even the country,for the entire beverage industry to establish a model for sustainable development.This research report in the first clear investigation of the task and purpose,and then a series of investigation and preparation work,the use of statistical investigation and field investigation of the two means to collect as much as possible relevant information to accurately reflect the objective situation of Puyang market;On the basis of grasping the objective facts,carefully analyze and thoroughly reveal the nature of the problems,and through the in-depth,complex,comprehensive research,put forward the corresponding optimization recommendations;final order,summary,write a comprehensive research report.I have worked in the company for 6 years,from the district manager assistant,to the KA,and then to the traditional channel sales,familiar with the study of the various operations of the main part of the price difference,the basic market situation,and related policy guidance,The company features a relatively heavy,professional relatively strong blocks,from the company's point of view and understand that the study is not so laborious,it is also handy to write! In addition,because of their relationship with Puyang current regional manager,house assistant,customer manager and other market-related personnel,all research materials are provided by the market for their first-hand real reflection,such as sales reports,regional sales reports,regional manager(Quarterly/Month)summary planning,etc.,does not talk about stratagems on paper--empty talk,which is the biggest feature of this article.