Research on the Marketing Strategy of "Yangbao" Brand Walnut Milk

บทคัดย่อ

With the development of society and the improvement of people's living standards, the awakening of consumers' health consciousness has made plant protein drinks, which are located in health and nutrition, become a rising star in the beverage market. Dali Yangbi Walnut Co., Ltd. is a company mainly engaged in developing walnut resources and deep processing, and its business scope is mainly "Yangbao" walnut drink series. "Although it has developed some regional markets, the sales area is small, the brand awareness is low, the publicity is insufficient, the overall sales volume is low, and it is still a second or third-tier brand in the market.

        This thesis takes Dali Yangbi Walnut Co., Ltd, a regional brand enterprise located in Yangbio County, Dali Prefecture, Yunnan Province, as an example, firstly, based on marketing theory, we analyze and plan the research methods and technical lines involved in this paper on the basis of the current situation of domestic and foreign research and the overview of 4P S theory, Porter's five forces model analysis, consumer buying behavior and other related marketing strategy theories. Then, the basic situation of Dali Yangbi Walnut Co., Ltd. and the current marketing situation of Dali Yangbi Walnut Co., Ltd. are combined to analyze the problems in the current marketing strategy. In-depth research is conducted using Porter's five forces model analysis and empirical analysis, etc. Finally, according to the actual characteristics of enterprises and future development goals, grasp the field dynamics, targeted to develop the most reasonable marketing optimization strategy, and strive to maximize the benefits of enterprises. In this way, we can provide some reference suggestions for the strengthening and improvement of marketing in China's plant protein beverage industry.