The Marketing Strategy Study On Drinks Of Hongbaolai In Jilin Rural Market

Jilin is a big agriculture province which is located in the northeast of China.In 2017,Jilin has a population of about 27.5228 million.It has 12.7728 million rural population,which is 46.6% of the whole population.since the 18 th CPC National Congress,our country has issued a series of new policies to help rural areas,thanks to the policy of aiding agricultural and benefiting farmers,the farmers' income is growing,and rural residents' consumption level is increasing.The rural areas of Jilin province has a broad market prospects.The government's strong support for the rural market provides policy guarantee,the increasing of farmers' income provides financial security.The rural market is a good choice for them to expand.In recent years,the competition of beverage industry in the city market is more and more fierce,the price wars did not increase corporate profits,but increase the cost of enterprise.For the domestic enterprises of Jilin province,Hong Baolai,although it has carried on the preliminary in the rural market,but if it can further study the marketing strategy in rural market,and actively expand the rural market,there will be more business opportunities for the company.Firstly,this paper introduces the profile of Hong Baolai company,as well as the marketing situation in rural market.Secondly,I use PEST analysis method,sums up the macro environment of Hong Baolai company in rural market competition.After that,using a questionnaire to analyze the marketing problems of Hong Baolai drinks in the rural areas to the product,the species are not rich and the packaging is featureless.The sales channel is not smooth,unable to establish direct contact with the end consumers.Finally,using 4Ps marketing strategy.I put forward a feasible marketing strategy for rural market,and provide reasonable suggestions for Hong Baolai company,so as to solve the problem of sales imbalance between various regions of rural market,and the problem of less market share and less profit in the rural areas.It's good for the increase in sales and brand publicity in the rural market.The new promotion methods of barter promotion aspects to provide reference for other enterprise in rural market.It will provide a reference for other enterprises to develop marketing strategy.