Meat Products Of Western Animal Husbandry Co., Ltd. Research On Marketing Strategy

In recent years,the increasing per capita income of Chinese residents,the integration of healthy diet concept and Western catering culture have promoted the demand of cattle and mutton to rise continuously.As a GEM listed company in the traditional animal husbandry region,the Western Animal Husbandry Company has developed for many years,and now has formed a whole industry chain of breeding,feed,dairy products,meat products and so on.This article mainly takes the western animal husbandry beef and mutton products as the research object,through the methods of literature analysis and investigation,we know that our country is a big producer of beef and mutton,the predominant producing area of beef and mutton has been formed initially,and the output is also growing steadily,but the imbalance between the growing demand of the common people for beef and mutton and the current domestic production situation of beef and mutton has caused its consumption aspect.There are still gaps.The continuous enrichment of beef and mutton import source countries,the reduction of import taxes and fees of beef and mutton,and the rapid development of cross-border e-commerce have all become the main factors to boost the import of beef and mutton.How to take a place in the market situation where both opportunities and challenges exist,the formulation and optimization of enterprise product marketing strategy is very important.According to market changes,the western animal husbandry companies need to formulate marketing strategies that are suitable for their own development,gradually stabilize the market position,and continuously enhance the visibility and influence of products.This paper analyzes the micro and macro environment of animal husbandry in Western China through PEST and five force models,and finds that the number of beef and mutton meat products enterprises with slaughtering qualification is small,and the market share of meat products enterprises is scattered.There are a total of two meat processing enterprises in Western China’s livestock industry,one of which is located in the Kwan Wan company,which is one of the main Muslim populated areas in China.The meat consumption is mainly beef and mutton,and it is irreplaceable.The other one is the Heng Heng livestock industry,which is the first batch of enterprises approved by the state to import Australian cattle.At present,the meat products of Western Animal Husbandry Company are mainly divided into three categories: sour-draining cold-cut beef and mutton,frozen gift box and meat conditioning products.Subsequently,this paper uses SWOT analysis method to analyze the strengths,weaknesses,opportunities and threats of animal husbandry in Western China.It is found that although the company’s meat products are superior in quality,there are some problems in the actual marketing process,such as small sales radius,single product type and distinctive characteristics,and inaccurate brand management.In view of the problems in the marketing process of the western animal husbandry meat products,through the use of STP and 4P marketing theory,the following conclusions can be drawn: the western animal husbandry meat products should be based on the advantages of Xinjiang and Australia’s high quality animal husbandry industrial base,fully integrate the natural and healthy products of Xinjiang beef and mutton into the brand,and actively introduce the imported Australian cattle into the domestic market,and bring the middle and high income group into a group.Sports,catering users,enterprises and institutions as the main target customers.Continue to develop and extend the industrial chain of beef and mutton deep processing on the basis of the main chilled meat and frozen gift boxes,and take the market and the market as the main battleground of enterprise marketing.In addition to improving the market share of the two regional meat products,they also regard it as a base camp for outward expansion.At the same time,combined with the development trend of meat products industry,by using product strategy,price strategy,brand strategy,promotion strategy,distribution strategy and other marketing strategies,we think that the western animal husbandry should establish an efficient and professional marketing team,formulate effective salary evaluation system,implement differentiated product price strategy,and expand the market in the open market.The new city split warehouse mode reduces the economic and time cost of logistics.It uses dealer’s stores to carry out O2 O shopping,improve the quality of after-sales service,and improve the value of its products by using faster logistics,better quality,natural feeding environment,and local eating characteristics of "no meat and no happiness".The "Kwan Wan" and "Heng Heng" brand beef and mutton in Western China should give full play to their advantages so that more consumers can taste delicious dishes and Australian beef and mutton.It is hoped that this study will have a certain practical significance in optimizing the marketing status of meat products in Western Pastoral industry,improving the influence and brand competitiveness of meat products,and promoting the marketing of meat products such as cattle and mutton in Western pastoral industry to enter a new stage.