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Original Articles Open Access
Red Bull is a famous brand of functional beverage across the world, it is also the No.1 functional beverage in China. This paper used 4P marketing theory to analyze this world-famous beverage’s marketing strategy in China. The paper studied Red Bull’s successful factors in China from the view of marketing strategy, which provides advice to the broad and home functional beverages. It is of great significance to the functional beverage on expanding China’s market.
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Author(s): Hongtao Yang Tingjun Ge and BaizhouLi
4P theory, Functional beverage, Marketing strategy, Red Bull, marketing strategy