Research On Marketing Strategy Optimization Of War Horse Energy Drink

In recent years,energy drinks have been attracting people's attention.Work,study,and exercise and fitness all require additional energy.Therefore,energy drinks occupy a more and more important position in our daily life.As a strategic product and brand of HN,Warhorse has received social attention since its listing.Since the trial sale in September 2017,it has been fully spread throughout the country.The marketing work of the war horse has been nearly two years.2018 is the first year of the listing of war horse canned products.For the first time,the war horse brand faces the consumer and terminal market with a double-product combination product image.From 2018 to 2020,it is a crucial three years for the smooth development of the brand introduction period.This paper starts with the analysis of the external environment and the internal environment of HN company,through the analysis of the economic,policy,social,and functional beverage industry competition,the current situation of the marketing of war horses is studied,and the main characteristics of the operation model of war horses 'functional beverage are found.Secondly,using 4P marketing theory and SWOT analysis tools,this paper analyzes the existing problems and the reasons of HN's current marketing strategy.Using Marketing Mix Strategy to formulate product strategies,channel strategies,and promotion strategies,and using STP theory to specifically divide the market,divide it into flagship markets,key markets,and ordinary markets according to specific regional conditions,and formulate regional market differentiation implementation strategies;Finally,the effective implementation of the strategy is ensured by improving the organization structure,optimizing the information management department,optimizing the performance evaluation model,and building the marketing team.The implementation of the strategy is guaranteed by strengthening the brand management,strengthening the cost management,and strengthening the corporate culture management.This study aims to provide ideas for the optimization of marketing strategies for war horse energy drinks,and it also has a certain reference value for the marketing and promotion of new products of other energy beverage companies.