Research On J Company’s Marketing Strategy

In recent years,China dairy indusstry has developed rapidly and expanded continuously,and its market competition has become fierce.Compared with countries such as Europe and the United States,my country’s dairy industry is still in its infancy,which is reflected in the backwardness of my country’s dairy industry in terms of production,research and development and product sales.However,my country’s huge consumers determine the huge demand for dairy products.Therefore,my country’s dairy industry needs to increase investment,and needs to improve the shortcomings and advantages of the entire system of product production,supply and marketing.The article takes the dairy product marketing business of J Company as the research object,draws on related theories and methods,and adopts a systematic research idea of discovering,analyzing and solving problems.First,using the 4P marketing theory,based on the analysis of the current situation of J Company’s marketing,pointed out the problems in the formulation and implementation of corporate marketing strategies.Secondly,using PEST theory to analyze the macro environment,industry environment,marketing resources and capabilities of J Company’s dairy marketing,and point out the internal advantages and disadvantages of J Company’s dairy marketing,as well as the external opportunities and threats.Comprehensive use of SWOT analysis method,clarified the method of J Company’s target marketing strategy.Combining the theory of STP strategic marketing management,choosing consumer characteristics,consumer income,consumption area and other three market segmentation factors,elaborated the Company’s market segmentation,then target market selection.For J Company’s marketing,the product differentiation strategy is proposed,the competition-oriented pricing strategy is proposed for the price strategy,the direct sales channel strategy is proposed for the channel strategy,and the public relations strategy is proposed for the promotion strategy.Company J has implemented some measures to ensure the implementation of the strategy:improve the quality implementation of the strategy:improve the quality of employees,increase product research and development,reduce costs,and improve the construction of marketing networks.