Abstract
At this stage, the beverage market has become the Red Sea. HEYTEA, Naixue’s Tea at the top, and Michelle Ice City, which occupies third- and fourth-tier cities, account for most of the total market. How to gain a competitive advantage in the beverage market where competition is fierce and marketing methods tend to be consistent is a problem that Fresh Fruit Time (Changchun) needs to solve. This paper analyzes the existing marketing mix of Fresh Fruit Time (Changchun) and finds that it has shortcomings in word-of-mouth marketing. With the help of STP analysis and statistics method, combined with Fresh Fruit Time’s product characteristics and business philosophy, it identifies young white- collar women as the target market, positioning a healthy and comfortable buying environment, and proposing word-of-mouth marketing suggestions for creating topical events through related media, viral communication and search marketing optimization. The combination of STP and statistics method is an innovation, making statistical methods more realistic.
Highlights
Time fruit company is headquartered in Beijing, was established in 2007 years 4 months, the second year in March, Fresh Fruit Time to start promoting cooperative shares Direct store model, relatively less investment, low risk, high return, return fast emerging areas, cooperation stores opened in full swing, as of 20 19 Nian number of stores Chaoguo 1000 home
The direction of dissemination of Fresh Fruit Time product information is still focused on the targeted dissemination of enterprises to consumers
There are two main types of beverages on the market, one type contains alcohol in the ingredients, and the other type contains no alcohol in the ingredients
Summary
Time fruit company is headquartered in Beijing, was established in 2007 years 4 months, the second year in March, Fresh Fruit Time to start promoting cooperative shares Direct store model, relatively less investment, low risk, high return, return fast emerging areas, cooperation stores opened in full swing, as of 20 19 Nian number of stores Chaoguo 1000 home. Fresh Fruit Time’s main products include juices, tea drinks, and milk beverages. It always adheres to the business tenet of freshness and health, and uses fresh, high-quality raw materials to satisfy consumers' pursuit of quality
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