Network Marketing Strategies Of Functional Drinks

Hangzhou Wahaha Group Co.,Ltd.is leading the Chinese beverage industry.Since its establishment in 1987,many beverage products of Wahaha have been well known by the Chinese people,the most representative ones of which are Wahaha AD Milk,Wahaha Nutri-Express and Wahaha Pure Water.With the development of the economy and society,people have gradually developed higher requirements for drinks.Besides,more beverage manufacturers have developed various functional drinks,e.g.Harbin Pharmaceutical Group Co.,Ltd.,a well-known pharmaceutical company.Against the backdrop of fierce competition in the beverage field,how to use scientific tools to analyze the industry and the company itself so as to accurately optimize the marketing strategy has become an important problem for Wahaha to think about as a time-honored domestic brand.With the network marketing of Magic Eye,an eye care milky beverage of Wahaha,as the research object,and the marketing of functional drinks in China as the research background,the macro market and micro market were analyzed based on relevant theories of marketing strategies.Based on a clear understanding of the current situation about the network marketing of Wahaha Magic Eye,this paper found out the problems in terms of network marketing strategies,e.g.unclear positioning of the network marketing market,low quality of the promotion content,high price of the product,poor video quality,unsustainable content update,instability of the network sales team and the absence of a harmonious relationship with the fans.In view of the problems in the network marketing of Wahaha Magic Eye,the causes were identified from the perspectives of market positioning,organizational structure and channel construction.Then,the network marketing strategies of Wahaha Magic Eye were optimized,and optimization strategies conducive to the development of Wahaha Magic Eye were formulated.In the end,in order to ensure the smooth implementation of network marketing strategies for Wahaha Magic Eye,a series of safeguard measures from the organizational personnel,institutional culture to capital technology were taken.By exploring the network marketing strategies of Wahaha Magic Eye,this paper used scientific methods to analyze the dilemma faced by Wahaha Magic Eye and the solutions to such a predicament,in the hope of providing reference for the marketing strategies of other functional drinks.