| Summary: | 碩士 === 淡江大學 === 中國大陸研究所碩士班 === 97 === The trading of Taiwan and China is highly interdependent; moreover, it is increasingly strengthened with the boom of the market and economy of China. The open China market makes people in China have more demands and acceptance for foreign products; particularly, their dietary culture is profoundly affected by Taiwan and Japan. It accelerates the step that food industry of Taiwan enters China market.
Among the food industry in China, soft drink industry not only is a sunrise industry but also has the marketization characteristics in the consumption market of China. Moreover, the whole industry also grows very fast. For the marketing strategy, the main marketing guideline of price war in the past has been replaced by the western marketing strategy emphasizing the superiority of product, advertisement promotion and the image building of brand due to diversified foreign product, the reduced product differentiation and the general public’s emphasis on food safety. These all affect general public’s acceptance and buying motivation of food, and these are the motives of this research.
The subject of this research is tea and juice drinks, the new and rising industry with potential, which grows most rapidly among the industry of soft drink. On the basis of the theories of STP and Marketing Mix Strategy, and under the context of the change of the overall consumption market, the trend of consumption and industry background and feature, the development history, future trend and the practice of marketing strategy of tea and juice drinks in China market are discussed in order to achieve the following 3 research purposes:
(1) To investigate the overall marketing environment and the trend and change of the consumption market of the market of soft drink, tea drink and juice drink in China.
(2) To study and summarize the application feature and experience of the marketing mix strategy of tea and juice drinks in the consumption market of China.
(3) To accomplish marketing environment analysis and understand the current state and future of the consumption, provide the research result and suggestion on the soft drink environment and marketing strategy in the current state in the hope that they can be effective references for future researchers studying on Taiwan’s soft drink industry.
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