The Influence of Market Positioning on the Development of Sugar-Free Beverage Industry Enterprises
DOI:
https://doi.org/10.54097/re9e6a27Keywords:
Sugar-free beverage industry, market positioning.Abstract
Sugar-free beverage industry is undoubtedly an important field in China's beverage market in recent years. The industry is in a period of rapid development, while the market size is expanding, and the demand of consumers for healthy diet is also increasing. In general, different brands have differences in market positioning and marketing strategies. Besides, those brands also face competitive pressure in the same industry. Brands compete for market share by innovating products, improving quality and expanding marketing channels. The present study mainly discusses the impact of differentiated market positioning on the enterprise development of three sugar-free drinks, namely Vitality Forest, Oriental Leaves and Suntory. On the whole, enterprises in the sugar-free beverage industry should pay attention to the health of products, enhancing competitiveness through innovation and differentiation, seizing the development opportunities of online sales and customized services, so as to cope with the changes of market environment and consumer demand.
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