The Brand Promotion Strategy for the Small and Medium-Sized Beverage Enterprises in China

摘要：

With the improvement of people’s income and living standards, the market demand for consumer goods is expanding, and a large number of foreign large-scale fast-moving consumer goods groups are rapidly splitting the piece of cake. Domestic small and medium-sized beverage enterprises are confronted with an urgent and significant issue what kind of brand strategy should be adopted to meet the challenge for the survival and development? Firstly, it briefly introduces the theory from the two aspects of the content of brand promotion and the characteristic of the beverage brand. Secondly, it analyzes the present situation and problems of our country’s small and medium-sized beverage enterprises in brand promotion. Finally, it proposes the brand promotion path and strategy for the small and medium-sized beverage enterprises.

关键词： the small and medium-sized beverage enterprise brand promotion

作者: ZHAO Hui ZHANG Wensong

作者单位: School of economics and management,Beijing Jiaotong University,P.R.China,100044

会议类型: 国际会议

会议名称: 2010 International Conference on Technology Innovation and Industry Development(2010年技术创新与产业发展国际研讨会)

会议地点: 烟台

会议语种:英文

页码: 707-712

在线出版日期: 2010-09-17（万方平台首次上网日期，不代表论文的发表时间）