Study On Marketing Strategy Of Tianjing Maize Silk Beverage In Jilin Region

At present, the development of the Chinese agricultural enterprises is at an important historical opportunity period. A series of benefiting-farmers policies implemented by the state in recent several years and the support of Jilin Province to agricultural enterprises provided an unprecedented golden opportunity for the rapid development of the agricultural enterprises in Jilin Province. Jilin Tianjing Food Co., Ltd. as a key leading enterprise of national agricultural industrialization, its"Tianjing"Brand has a considerable brand famous degree after undergoing more than ten years of market hammer-hardening, the market share of Tianjing maize has reached over 40%. Maize silk beverage as another important product researched and developed by Jilin Tianjing Food Co., Ltd. not only take full advantage of maize plant resource, increase farmers'income, but also will shoulder the important task to upgrade further"Tianjing"Brand value. The market strategy of Tianjing maize silk beverage in its main producing area–Jilin Province is the key jumping-off point of successful going on the market.Tianjing maize silk beverage is a new health beverage researched and developed aiming to health demand that contemporary people control three high (high blood lipids, high blood sugar, high blood pressure) by Jilin Tianjing Food Co., Ltd. based on the integrated analysis of all indicators of maize silk (called"corn beard","Corn Stigma"by the folk in provinces in northeast, north, northwest, southwest, middle area of China ), by means of using and imbibing availability part of the prescription of food cooked with maize plant in the folk in China, through recent 5 years'close cooperation and authoritative scientific experiment of many scientific research institutes.The biological functions of maize silk lowering blood sugar and lowering blood lipids have been researched and proved by increasing academic institutions. China has a long history in curing diabetes through brewing maize silk and drinking it in China, it is considered to have a good efficiency to lower blood sugar and lower blood lipids. Especially the scientific research personnel of Jilin Tianjing Food Co., Ltd. and the experts to participate in research and development proposed a new point of view about maize silk efficiency, that is, saponins contained in maize silk have a good function to rinse viscera, and put forward the concept of"healthy viscera rinsing". Jilin Tianjing Food Co., Ltd and its cooperative scientific research institutes make a considerable effort to study production process and product prescription, the product itself has definite competitive capacity.The successful going on the market of a competitive product depends on religious marketing planning. Tianjing maize silk beverage orients whole country market, Jilin Province as the seat of the enterprise should design model, accumulate experience, and lay a good foundation for the product moving towards market finally. This paper carried out the study on marketing policy for Tianjing maize silk beverage through many means of field investigation, looking up references, enterprise high-layer administrators interviewing, market questionnaire, etc., integrated and innovated advanced marketing methods art home and abroad suitable for the product characteristics, for example, make the product come into consumers'eyeshot, attract first purchasing, retain consumers through market propaganda and education, to make it become regular client operation principle, strengthening end construction force and innovating sales promotion strategy are taken as the planning emphases. On the basis of the analysis of the situation of supply and demand of Jilin Province health beverage market, the target market of maize silk beverage is determined, and the matching and innovation marketing strategy is made, in the strategy the channel construction and sales promotion strategy are taken as the most among emphases especially, to make the product participate in competition much better.This paper gives prominence to the following several key points in making the maize silk beverage marketing strategy. Firstly, establish the competitive pivot of the product, that is, the product efficiency of"healthy viscera rinsing"; the sales point of the product is oriented to the unique human body biological function different from other functional beverages, a new beverage concept is defined, to raise the competitive superiority of maize silk beverage. At the same time, the product efficiency is expressed in terms of the words suitable for market demand that is"drink maize silk, good for health". Secondly, intensify the end construction of the new product going on the market, put forward that the end is the important assets of the enterprise; the final victory of marketing is shown at the end. Thirdly, propose the idea of after service of a food enterprise, urge the enterprise to become the constitutor of industry regulations, so as to obtain consumers'favor and trust. Fourthly, in the sales promotion strategy of the enterprise, combine enterprise presentation with prize-attached sales; make full use of the enterprise's excellent resources to serve the marketing.In the paper the idea that the enterprise brand value is upgraded further by means of a new product going on the market is incorporated into the entire product marketing strategy. One brand pullulating shall go through many phases; the continuous upgrade of the brand value may promote the enterprise to enter a new development phase. The new product going on the market recurs to"Tianjing"Brand having considerably famous degree, vice versa, the unique health function and good product quality of maize silk can also increase people's understanding of"Tianjing"Brand, so as to strengthen this brand's beautiful praise degree. The future competitive ability of the enterprise is the competition of its brand, a good brand depends on fine planning, marketing planning as one important component of overall planning of the enterprise, plays a very important part in brand value upgrade process.The maize silk beverage of Jilin Tianjing Food Co., Ltd. added a new high quality product for health beverage market. This paper designed an innovation and matching marketing strategy scheme for the enterprise's new product, and we hope to see its strong growing in the future market.