Proceedings of the 2022 2nd International Conference on Financial Management and Economic Transition (FMET 2022)

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How Does Genki Forest Manage to Stand Out in the Beverage Industry?

Authors
Guanjie Gao1, *
1College of International Exchange, Shandong Agricultural University, Taian, 271000, Shandong, China
*Corresponding author. Email: gao.guanjie.545262@outlook.com
Corresponding Author
Guanjie Gao
Available Online 14 December 2022.
DOI
10.2991/978-94-6463-054-1_34How to use a DOI?
Keywords
Genki Forest; marketing strategy; sugar-free drinks
Abstract

With the advent of the mobile Internet era, new concepts, theories and methods are constantly emerging compared to the previous marketing environment, making marketing in the whole market increasingly complex. We can see that the traditional marketing concepts continue to fail, which has caused anxiety and exploration of all parties in the marketing chain. In the beverage industry, both categories and brands are undergoing reshuffling. Only by quickly adapting to the times and embracing change can brands occupy their market share in a market environment that is undergoing significant change.

This paper takes the marketing strategy of Genki Forest (Beijing) Food Technology Group Co., Ltd. as the object of research, and uses three theoretical tools including PEST theory, STP theory and 4P marketing theory, which are used to analyze the macro environment of Genki Forest, the positioning and selection of market segments and the marketing strategy. In this paper, how Genki Forest can stand out in the beverage industry with a novel concept, clear positioning, extensive marketing, and the usage of Internet thinking will be explored. This paper using Internet thinking, is the main question that we want to explore in this paper.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Financial Management and Economic Transition (FMET 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
14 December 2022
ISBN
978-94-6463-054-1
ISSN
2352-5428
DOI
10.2991/978-94-6463-054-1_34How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Guanjie Gao
PY  - 2022
DA  - 2022/12/14
TI  - How Does Genki Forest Manage to Stand Out in the Beverage Industry?
BT  - Proceedings of the 2022 2nd International Conference on Financial Management and Economic Transition (FMET 2022)
PB  - Atlantis Press
SP  - 299
EP  - 305
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-054-1_34
DO  - 10.2991/978-94-6463-054-1_34
ID  - Gao2022
ER  -