Research On Marketing Strategy Of South Korean Lotte Juice

The beverage industry is becoming one of the fastest growing industries in China's food industry.At present,China has become the second largest beverage producer of the World,and the potential of the Chinese beverage consumption market and investment market is huge in the brics countries.As the foreign capital enterprise,South Korea's lotte juice enterprise within the territory of China,has a big impact on China's domestic beverage market,and at the same time has also been a lot of attention and research of scholars both at home and abroad.In this paper,the marketing strategy of a Chinese juice company in China is taken as an example to study the marketing strat egy of a multinational company's juice products in China.The process of analysis adopts data analysis,PEST analysis,system analysis and related analysis,for summarizing the macro environment and the rule of development of South Korea's lotte juice ma rketing business in China,including the political,economic,social and technical development environment etc..Then introduces the basic environment of enterprise in China market of the South Korea's lotte fruit juice industry,mainly includes the customer requirements,the competitor analysis and partners.It also introduces the basic competitive power of Korean lotte juice enterprises in China.And this paper also summarizes these main obstacle problems in the marketing strategy in China of the South Korea's lotte juice enterprise,mainly including: product range is relatively small,high product pricing,marketing channel is relatively narrow,promotion is relatively single,marketing personnel erosion,etc.All of these problems have a huge hindrance to the marketing of South Korea's Lotte juice enterprise in China.In addition,this article also analyzes these specific reasons of these problems,including internal cause and external cause of South Korea's lotte juice enterprise,and taking the Coca-Cola company as an example,the analysis of the successful experience of marketing in China of Coca-Cola,play an important role in guiding for South Korea's lotte juice enterprise in China.Finally,this paper summarizes the strategic optimization countermeasure suggestions that can further promote the marketing of Korean lotte juice in China.These countermeasure suggestions mainly include: increase the product category,reasonably determine the product price,expand the product marketing channel,promote the diversification of product promotion methods,and improve the construction of marketing team.This paper has laid an important theoretical foundation for the study of South Korea's rakuten fruit juice's marketing in China,which has laid an important th eoretical foundation for the research of the scholars in this field,which reflects the theoretical research significance of this paper.And finally the proposing of relevant countermeasure suggestions,can also provide important basis and reference,for t he related management personnel of South Korea's lotte juice enterprise in promoting the process of marketing policy and strategy in China,which can reflect this thesis research practical significance.