E3S Web Conf.
Volume 233, 20212020 2nd International Academic Exchange Conference on Science and Technology Innovation (IAECST 2020)
|Number of page(s)||4|
|Section||BFS2020-Biotechnology and Food Science|
|Published online||27 January 2021|
Fresh Fruit Time based on STP analysis and statistics method (Changchun) Word-of-mouth marketing strategy research
1 School of business, Beijing Institute Of Fashion Technology Beijing, China
2 School of business, Beijing Institute Of Fashion Technology Beijing, China
At this stage, the beverage market has become the Red Sea. HEYTEA, Naixue’s Tea at the top, and Michelle Ice City, which occupies third- and fourth-tier cities, account for most of the total market. How to gain a competitive advantage in the beverage market where competition is fierce and marketing methods tend to be consistent is a problem that Fresh Fruit Time (Changchun) needs to solve. This paper analyzes the existing marketing mix of Fresh Fruit Time (Changchun) and finds that it has shortcomings in word-of-mouth marketing. With the help of STP analysis and statistics method, combined with Fresh Fruit Time’s product characteristics and business philosophy, it identifies young white- collar women as the target market, positioning a healthy and comfortable buying environment, and proposing word-of-mouth marketing suggestions for creating topical events through related media, viral communication and search marketing optimization. The combination of STP and statistics method is an innovation, making statistical methods more realistic.
© The Authors, published by EDP Sciences 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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