关键字:果汁市场 市场营销组合 营销策略
THE ANALYSIS OF THE UNI-PRESEDENT FLESH
ORANGE JUICE MARKETING STRATEGY
ABSTRACT
With the rapid development of social economy and population's living standard continuously raises,with provisions beverage,wash to protect supplies for the representative's rapid consumer goods quickly enter family.
Fruit drinks is a branch of the rapid consumer goods, deveolp very quickly, capacity in the market continuously expands.In 2001, Taiwanese Uni-President Enterprise Corp releases its juice product"The uni—presedent flesh orange juice" .They advocate healthy vitality and pretty unique form.The UNI—PRESIDENT adopt PETpackage and became mainstream. So the competitor to follow the example of it. Therefore,the uni—presedent fresh orange juice is a leader in Chinese drink market,which occupy 20percent,win customers over .
This paper with Taiwanese Uni-President Enterprise Corp " The uni—presedent flesh orange juice" is a case to make use of a modern marketing supervision theory 4 P theory and SWOT analysis method, distinguish as to it's the market combine product strategy, rate strategy, channel strategy and sales promotional strategy progress analysis, and pass as to it's the main rival market marketing combine progress analysis, finally point out the problem of Uni-President Enterprise Corp.
This thesis gives reference of universality rules for the corporation who doing the business of fruit drinks produce and sales.Also,give the practical and theoretic supervision for the company of our nation to enter and develop in this trade. Key words: Fruit drinks Marketing Marketing Mix Marketing Strategy