Research On The Marketing Strategies Of Wenzhou City Chuxu Food Co., Ltd

Wenzhou City Chuxu Food Co., Ltd, established on the basis of Chuxu meat processing plant, is a leisure meat processing enterprise, with cooked food products processing as their main business. It has expanded the scale and gained rapid growth since its establishment in 2003. Chuxu duck lingua, whose production lines have passed the HACCP standards to export products, green food standards certification and accreditation, is the core competitive product of the enterprise. Currently, it has already won a certain status and influence in the industry. However, with the number of competitors continue to enter the industry, the industry environment and the supply and demand relationship has changed dramatically. In the promotion process, Chuxu products encountered many problems in the market. In the new situation, how to improve business marketing, business management and make it deep into the process of production and management in all aspects and further develop new markets, increase market share, is not yet researched.The basis of this paper was on the author's practical experience in marketing management position in Wenzhou City Chuxu Food Co., Ltd, combined with marketing and strategic management of the relevant ideas and theories to explain the beginning of the sales status of Wenzhou City Chuxu Food Co., Ltd, pointing out that in marketing the company's main problems are:inadequate product promotion, single channel and promotional strategies, uneven quality of personnel, unclear marketing functions. To solve the above problems, from the impact of internal marketing, external environmental point of view, Wenzhou City Chuxu Food Co., Ltd, obtained the external opportunities, threats and internal strengths, weaknesses. Then, the company's target market was broken down. The company identified a target market and made the appropriate market positioning. Finally, the company's marketing strategy was developed. First, target marketing strategy; Second, marketing mix strategy; Third, brand marketing strategy; Fourth, internet marketing strategy. These strategic analysis and evaluation of the selection of specific factors to be considered in marketing strategies and implementation steps, is very adept at the marketing environment of Wenzhou City Chuxu Food Co., Ltd, helping to strengthen the marketing team, and to enhance marketing capabilities. At the same time, SWOT analysis method was used to study the choice of marketing strategy and was more scientific.