HUANG Liuying1，SHAO Jiaping2
（1.School of Management, Zhejiang University, Hangzhou 310058, China; 2. School of Management, Zhejiang University, Hangzhou 310058, China）
Abstract: As "the first case of trademark in China", the war between JDB and WLJ has come to an end ,but the competitions in many other fields such as production, place, price and advertising continued. It is just like the president election in US, has successfully attracted the eye of the public and gained wide attention. As to the upstart drink brand JDB ,though suffered a defeat in law ,but did not lose its popularity and morale. In this case, we took JDB for analysis, mainly discussed on “the origin and rise of WLJ ”“the reason and process of JDB’s brand switching” and “the competitive marketing strategy JDB took after the brand switching”. The material can help us have a profound understanding of marketing issues like how to develop market effectively, how to make adjustment timely as soon as the environment changes, how to understand and deal with competitors, how to develop the integrated marketing communications.....after thinking all these questions ,we hope students will have overall comprehension on the basic knowledge of marketing, at the same time, develop the ability to analysis marketing problems systematically and solve them efficiently.
Keywords: marketing management; marketing competition; brand marketing; “JDB”
