Studies On The Market Opportunity Analyses And Marketing Strategies Of Instant Vermicelli In Chongqing

The thesis firstly analyzes the instant vermicelli market in the Main-town districts of Chongqing from the following five microscopic aspects:1,The economics development situation and people's income level of the whole area -Main-town districts of Chongqing. The state of vital statistics, attribute of consumer group and volume of potential consuming.2,Natural and technological environment, and the limitations to the development of the instant vermicelli enterprises and industry.3,The consuming culture and consuming tendency.4,Politics and law environment, and the developing space for the enterprises. Through the variable analysis of the above five microscopic aspects, it is preliminarily understood to us the current development situation and the future developing prospect of the instant vermicelli in the Main-town districts Chongqing, and it also confirms the market potentiality of the area.Secondly, quick expansion of the industrial giants, the following up of the small-and-medium size businesses and substantial potential newcomers may result in fierce market competition. Forces such as the monopoly raw resources suppliers, the backward extension of the industrial chains, and consumers' sensitiveness to price and worries to the quality of food have been fully indicated that have great effects on the instant vermicelli market in Chongqing.Using the five-competitive-strengths theory of Porter, the thesis, then, thoroughly analyzes the five competitive strengths in Chongqing market, namely, the main competitors within the industry, potential competitors in the future, substitute products, purchasers and suppliers.The thesis uses the SWOT matrix to make profound research on the current market and the potentiality of development in the instant vermicelli market in Chongqing. And based on the TOWS matrix analysis, enterprises can develop a competitive and developing strategy of how to avoid threats and weaknesses, and how to catch the market opportunities and remain competitive advantages.With the help of SWOT and TOWS matrix analysis, the thesis has developed better understanding about the market opportunities of the instant vermicelli in Chongqing, and it provides a prerequisite for the further study of marketing strategy.According to the outstanding expert of marketing Philip kotler's 4P theory, the thesis has thoroughly analyzed the marketing strategy from the following aspects: products, price, distribution channels and promoting strategies.1,Product strategyThe paper focuses on the analysis and studies of the product quality and brand.2,Price strategyThe thesis, firstly, introduces the main principles and methods of pricing, which will help the enterprises price appropriately. Then the analysis of the pricing strategy or products combination and the price readjusting strategy are emphasized.3,Distribution channel strategyAs channels become more and more important in the process of operation, the thesis focuses on channel building strategy and channel managing strategy, which will promote a prospect and provide valuable guidance for the future development of the distribution channels of the instant vermicelli industry in the area.4,Promotion strategySince the instant vermicelli is in the instant consumer goods industry, the paper mainly discusses the combination of four marketing methods in the last part, which are: advertising, individual promotion, sales and public relationship.