The Research of Huiyuan Juice Group for Marketing Strategy
Abstract
With the improvement of living standards,Chinese fruit juice drinks market becomes more andmore active,but it caused increasingly fierce market competition.Huiyuan,the first brand in Chinese juice industry,is also inevitably impacted by a large number of domestic brands,such as:Wahaha,unity,Master Kong,as well as foreign brands like Coca-Cola and other brands.Huiyuan Juice how to make use of its advantages in the Chinese market to gain more market share,higher sales,has become a pressing issue.To compete successfully in the market,the marketing strategy is the key.
This thesis firstly did detail analysis on the marketing opportunities in China,using the PEST.Porter five forces.And it also analyzed the internal situation of the company,customer needs,the existing competitive environment.Using,provided some solution on Huiyuan Juice how to use advantages,and how to avoid their own shortcomings in Chinese marketing for your reference.
This thesis trys to put forward some its own suggestion for Huiyuan to improve its marketing preferment in Chinese market,based on the detail analysis on the Chinese market,the existing marketing strategy of Huiyuan.Hope all of these can be useful for Huiyuan to get a big successive in current dramatically fierce market competition.
Key words：Huiyuan; Marketing strategy;Porter five force
