Study On Marketing Strategy Of Sturgeon Products Of DL Sturgeon Industry Company

Sturgeon is the world’s oldest existing primitive fish,with hundreds of millions of years of history,is the most valuable cold-water economic fish.With the rapid development of the global economy,People’s living standards continue to improve,health food consumption market is growing,sturgeon gradually into the public view.The sturgeon industry in our country has been developed for several decades,the production technology system has been established,the culture and processing technology has reached or even exceeded the international level,the sturgeon culture output accounts for up to 80% of the world output,the export share of caviar accounts for more than 25% of the world,our country has become the world’s largest sturgeon breeding country and the largest export of caviar country,sturgeon industry has grown in scale,is making great progress.The transformation and upgrading of sturgeon industry in China mainly depends on the marketing development intensity and consumption growth rate of sturgeon caviar and processed products in both international and domestic markets.Facing the development of market economy,the increase of consumption demand and the change of domestic and international social environment,the sturgeon industry also creates an opportunity for growth.DL Sturgeon Industry Co.,Ltd.has been committed to sturgeon breeding,Sturgeon Product R & D and innovation since its establishment,and has achieved good results after nearly 30 years of efforts,but with the growth of enterprises,there are still some problems in the corresponding marketing.In this paper,the marketing status of DL sturgeon industry is studied in detail.Firstly,the marketing status of products,Price,channel and promotion is analyzed by 4P model,the Pest model and SWOT model are used to analyze the market environment of the company,and find out the problems of product structure,channel construction,brand cultivation and so on.On this basis,this paper uses STP theory to segment the market and target market selection and positioning,according to product categories,select high-end,low-end different target markets,then the 4P model is used to make marketing strategy for the enterprise,mainly from the aspects of quality control,new product development,brand cultivation,Price Advantage,perfect channel,publicity and promotion,etc.,the specific strategy was formulated,and finally the protection measures of the marketing strategy were put forward.