Research On The Marketing Strategies Of Liaoning AP Feed Company

After the rapid development of over30years, China Feed Industry overall scale of production surpasses the United States production, ranking first in the world. At the same time, the speed of the integration and restructuring of China’s feed industry is speeding up. Competition is intensifying and accelerating the process of survival of the fittest. Some feed companies use asset restructuring, mergers and alliances to accelerate the pace of development of the scale, group-oriented and modern companies. Facing the fierce market competition, every feed enterprise is creating new marketing conceptions and strategies to win a bigger market share and to improve its competition ability.As a small and medium-sized feed company, Liaoning AP feed company has to think about how to cultivate the comprehensive competitive advantages and the core competitive capability. In this paper, based on analysis of the operating status of the Liaoning AP feed company, we put forward the inadequacies of the company’s existing marketing strategies. If company wants to grow and develop, we must apply the latest marketing theories, combined with advantages and disadvantages of the company, develop marketing mix strategies for different market environment creatively. This is the only way for company to survive and develop in the fierce market competition, and establish advantages gradually.Based on the above issues, this paper analyzes the challenges which company faces, including national policies, industry competition situation and the constraints of the internal conditions. On these basis, in order to solve the issues of company marketing strategies, we segment the feed markets. Through segmentation, we redefine Liaoning AP feed company’s target market and put forward the scientific market positioning.Based on STP strategy, we use4Ps as main line to develop the company’s product strategy, pricing strategy, channel strategy and promotional strategy. With the development of differentiated products, the development of a competitive price, opening up channels for company products and the development of a variety of promotional strategies, we use these four strategies which really combined to achieve the goals of the enterprise, to achieve increasing sales significantly. In order to establish and enhance Liaoning AP feed company’s brand image, and ultimately the company’s long-term goal of sustainable development, we develop differentiated marketing mix strategies.Finally, in order to ensure implementing the marketing strategies smoothly, this paper presents the implementations for marketing strategies, which safeguards the basis for sustainable development of the company. The article comes to a concise and summarized conclusion.