Abstract
The appearance of sparkling water has set off a new wave in the beverage industry in China, with the annual sales volume increasing by almost 200% in 2019, compared with the 2018. The market share has risen to fourth place in the beverage market, becoming a new beverage that is only lower than water, carbonated drinks, and tea drinks. YuanQi Forest occupies a large market share in Chinese market, and its products are quite competitive. Therefore, it is of great theoretical and practical significance to study the marketing strategy of the YuanQi Forest at the present stage. This paper mainly adopts SWOT analysis, PEST analysis, and other marketing theories to analyze this kind of situation. The author aims to provide general rules for enterprises engaged in bubble water production and marketing for reference, and provides practical and theoretical guidance for Chinese enterprises to carry out and expand this industry. Through analysis, it can be concluded that YuanQi Forest has three marketing methods, which are product strategy, channel strategy and big data marketing. What is more, Yuanqi Forest has some drawbacks, such as channel construction, lack of supply chain, difficulty in market subsidence, and other problems.
Highlights
This paper mainly summarizes SWOT and PEST theories, which lay the theoretical foundation for the marketing environment analysis and marketing strategy proposal in the following chapters of this paper, as well as the supporting part of the follow-up work
2.2.1.1 As the first local Chinese enterprise operating sugar-free sparkling water in China, YuanQi Forest Beverage entered the market at an early time and possessed a large number of market quotas and loyal consumer groups, occupying a market share of more than 40%
Research has shown that Marketing Turbulence impacted on production development and production success Yuanqi Forest bubble water is targeted at young and fashionable consumers [10]
Summary
The political and legal environment has a significant macro-environmental impact on enterprises' marketing strategy [3]. Politics is just like a tangible hand that can change the marketing strategy of a company according to the situation, while the law is the code of conduct for making the strategy. Both of them have a profound impact on the operation and development of enterprises. The market penetration rate of bubble water is not high. With the acceleration of the Chinese government's reform and development, more foreign investment has been able to enter the Chinese market. The background of the bubble water business has gradually improved and intensified competition between the market
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