A Study On Marketing Strategy Of HeNan Province YongDa Food Industry

With the social and economical development,demands for meat of our residents is gradually increasing,and catching up with the world average.Meanwhile,consumption structure of meat is also changing.Red meat that is represnted by pork will descend,but white meat that is represnted by chicken will gradually increase.It indicates that chicken consumption in China will greatly increase in future.The development of broiler industrialization enterprises in China is rapid now.But the competition is stiff in this field.With the growing integration of the world economy, broiler foreign companies not only compete with ours in the international market,but also in home market.HeNan Province YongDa Food Industry,which is representative in the broiler industrialization enterprises in China, will be faced with the development opportunity of high-growth industry in future,at same time with enormous pressure from home and foreign companies HeNan Province YongDa Food Industry is a broiler industrialization enterprise that gradually grows from the traditional livestock breeding.There are imperfect and immature in marketing,to a greater degree which restricts its development.This paper systematic studies modern market on the basis of he full analysis of broiler industry on the home and foreign situation.It's used of market segmentation and target market positioning as its starting point and the Porter's overall marketing strategy as principal,and make competition,production and brand strategy of HeNan Province YongDa Food Industry.And these strategies are combined into a system of effective marketing strategy system,which provides a strategic tool for company marketing strategic planning.Finally this paper has presented a marketing strategic planning process and implementation measures.This article is an application-oriented paper that focuses on traditional marketing strategies theory in the use of actual combat.As an example of Henan Yongda Food Industry this long chain of the broiler industry enterprise,it studies marketing strategies,and gives a marketing strategic planning process and implementation measures.It's not only the real meaning about actual marketing of Henan Yongda,but also provides references for similar long chain agriculture and animal husbandry enterprises of marketing strategy.