Market Analysis And Marketing Strategy Of Chilled Meat Package

First, this article gives an expatiation on chilled meat and its packing techniques .Then, centered on chilled meat package market, the paper analyses the market situations consumption requirement and competition characteristics .Finally, with the case of Sealed Air Corporation, Cryovac chilled meat package, the article analyzes the marketing characteristic, and puts forward the marketing strategy for the chilled meat package enterprises in China.This article analyzed the status quo of China chilled meat package via economics and statistics, the results show that chilled meat package has great superiority in transportation, storage and vendition. Also, in consumption field, chilled meat package can bring more convenience, and sanitation. Improper traditional way of meat consumptions, relatively high cost, technical problems in both package it self and cold chain together restrict the development of chilled meat package in China.This article analyzed the status quo of China chilled meat package via economics and statistics, the results show that chilled meat package has great superiority in transportation, storage and vendition. Also, in consumption field, chilled meat package can bring more convenience, and sanitation. Improper traditional way of meat consumptions, relatively high cost, technical problems in both package it self and cold chain together restrict the development of chilled meat package in China.The article probed into the future demands of chilled meat package after analyzing the status quo of the market. The result shows: less purchaser number, big purchasing volume, close supplier-consumer relationship, lack of elasticity in need, professional purchasing activities etc. Average GDP, total amount of foreign trade exports, population, output of plastic, average employee laborage, raw and processed materials exponent(base oil), average resident consumption level are the correlative factors to chilled meat package. Through multiple regression analysis and regression models, there comes the result: average GDP and total amount of foreign trade exports have close relation to the demand of chilled meat package.The competition-analysis shows that the market of chilled meat package is in the period of introduction and market deploitation, the competition is relatively mild. The pressure comes mainly from purchaser and raw material provider, the pressure come from substitutes and potential competitors are relatively less. But, the competition will go fierce along with the enhancing require of the market, the up-growing price of raw material.Finally, in allusion to Sealed Air Corporation, CRYOVAC pack's market position and its superiority and combining with the status quo of the market, the marketing strategies were made:1. Stick to notions of service marketing, knowledge marketing, market and brand culture cultivating. Launch marketing study and discussion between employees.2. Aggrandize the superiority of "punctual delivery, after service, techno- sustain". By actively communicating with and offering proper services to the clients, enhance the brand apperceive worth of CRYOVAC to the already and potential clients.3. Product strategies is established in the superiority itself, studying and inventing new materials and distinctive new products of chilled meat package is the way of leading the market.4. Price strategy is the balance to make enterprises, clients and competition to a position of homeostasis. Different price marketing should be adopted in different product lifecycle, when the product has not reached it autumn moment, low price strategy should be avoided.5. Promotion strategy is the dated way of sales promotion to combat depreciates. Chilled meatpackage enterprise should hold two colonies : one is the direct purchaser------meatproducers ,another is the final purchaser------the vast consumer of chilled meat. Both impel...