Imported Tea-based Drinks in China: Marketing Strategies for Vivaris Getr(?)nke in the Chinese Beverage Market

作     者：Fabian Mainka 

作者单位：上海交通大学 

学位级别：硕士

导师姓名：Gu Mengdi

授予年度：2022年

学科分类：12[管理学] 0202[经济学-应用经济学] 02[经济学] 0201[经济学-理论经济学] 1201[管理学-管理科学与工程(可授管理学、工学学位)] 020205[经济学-产业经济学] 020105[经济学-世界经济] 

主      题：chinese beverage market marketing strategy foreign beverage companies purchase intentions 

摘      要：The purpose of this dissertation was to investigate the Chinese market for ready-to-drink tea-based beverages and to develop a marketing strategy guide for foreign companies planning to enter the Chinese *** a case study,the German beverage company Vivaris Getr(?)nke Gmb H was selected based on which a market-oriented marketing strategy for its Mio Mio Mate beverage in the Chinese beverage market was *** order to establish a theoretical foundation for the company and industry analysis,a theoretical evaluation of marketing and market analysis concepts was first *** the scope of the evaluation and continuation of the theoretical section,the classification,delineation,and challenges of the Chinese beverage market and its market participants were investigated further to serve as a basis for how German beverage companies should currently and in the future orient themselves to customer needs and position themselves as a new market *** employed strategic methods included the PEST,SWOT,and Porter s five forces *** the qualitative assessment,various elements necessary for the development of marketing strategies and tools for the Chinese beverage industry were illustrated.A quantitative survey of Chinese consumers(n = 379)was then conducted in order to gain a comprehensive understanding of their needs and investigate the various variables influencing beverage evaluation,purchasing intentions,and buying behavior,such as age,price,drink preferences,novelty,and health-related qualities,with the intention of integrating them into the strategic and operational marketing *** results demonstrate that the demographic variables age and occupation significantly influenced marketing-relevant variables,with individuals who are employed and between the ages of 20 and 40 showing the highest expected customer satisfaction and declared purchase intentions for imported ready-to-drink tea-based ***,the findings illustra