Guangxi Market Marketing Strategy Study Of Wanglaoji Chongcaoyin

Beverage industry had been rising after the reform and opening-up in China,and the capacity of the beverage market expand continually after 40 years of development and integration.People's priority of consumption including not only basic necessities of life but also other field according to The rise of new consumption concept and enhancing living standard,which make a good advantages for the prosperous market of beverage.A deep marketization degree in China draws many enterprises attention,and both domestic companies and international corporations are competing drastically,which means a diversified competition in Chinese drink market.The only way to win the war is to meet consumers'personalized need any time any where.According to the official report from China Food Industry Association,sales revenue of herbal tea reach 50 billions RMB in China 2015 with a year-on-year growth 10.6%,which rank the fourth largest category in the drink industry.The sales revenue will continue to grow without any doubt.Wanglaoji introduce his new herbal drink named Chongcaoyin to the market in order to improve the market share.The purpose of thesis is to find out the existing problems of marketing in Guangxi and work them out with multiple analytical tools.First of all,we need to determine the positioning and target market selection in Guangxi market by tools of PEST and SWOT for internal and external environment;meanwhile,we also need to analyze Chongcaoyin's marketing strategies in existing in Guangxi,and propose optimizing strategies for marketing,needs of target customers and market positioning.The final part is about the ensuring factors to make sure those strategies can carried out successfully,including optimizing the staff structure,strengthening cultural construction,optimizing the organizational structure and providing the security measures in R&D.The purpose of the paper is make sure that Chongcaoyin can be accepted by Guangxi consumers successfully;on the other hand,it can provide theoretical basis and reference value for the other new products in the future.