Research On The Marketing Strategy Of Company A's Fresh Juice

Marketing is an important field of enterprise management.With the improvement of people’s living standards,"health eating" has begun to become a general trend,"pure nature" concept drinking began to enter the beverage market.More and more people begin to accept natural fruit and vegetable drinks,so this kind of drinks are becoming popular in the world.Fresh fruit juice marketing is becoming more and more important.In this paper,combined with their own entrepreneurial practice,A company as a case study,around the A company fresh juice marketing strategy optimization of the theme of this case study.According to the actual situation of A company’s brand Fresh Juice products,4P marketing theory based on marketing,juice and existing problems are analyzed,and the current situation and competitors are studied.A company Fresh Juice marketing problems including the lack of a clear market positioning,product varieties lack of innovation and promotion methods simple lack of diversity,store location is not reasonable,service personnel inconsistent standards,etc..The causes of these problems include the over traditional management concept,the lack of effective and diversified marketig methods,the low level of infomatization,the imperfect management system,the lack of a good staff training mechanism,and so on.On this basis,this paper puts forward some countemeasures for perfecting Fresh Juice marketing strategy of A company,including the scientific market segmentation to locate the target market,according to the different needs of customers for product development,use the appropriate discount strategy to strengthen the market competitiveness of products,actively establish distribution channels and optimize procurement channels,to create a healthy and good high-end brand image how,from the aspects of brand building,product development,product price,discount strategy,marketing channel,put forward specific marketing plan Fresh Juice.And put forward the A company to improve the implementation of fresh fruit juice marketing strategy,including strengthening customer orientation and sustainable innovation marketing management concept,scientific fresh juice marketing SWOT analysis,enhance the company’s internal management,establish marketing personnel and technical support.Finally,on the basis of the summary of the full text,the direction of future research is explored and analyzed.