Research On Marketing Strategy Of Guanxi Nanfang Black Sesame Food Limited By Share Ltd

Guanxi Nanfang Black Sesame Food Limited by Share Ltd. has27years of paste food production history, is attached to the Nanfang Guangxi food group Limited by Share Ltd’s holding subsidiaries, is a Nanfang Group " black sesame " strategy implementation company.The products Guanxi Nanfang Black Sesame Food--Nanfang black sesame paste has been available since1989, once in Guangxi and even countrywide market become fashionable for a time, there is a " black tornado ". But with the development of economy, many convenience foods began to appear on the market, such as instant noodles, instant food and other similar products. More and more of them began to occupy the Nanfang black sesame paste market. In the fierce market competition, Nanfang black sesame paste once begin to fade out the consumer perspective.Fortunately," a breath of fragrance, a ray of warmth" Nanfang black sesame paste still in the consumers’ memory, by virtue of the success of emotional marketing strategy, Nanfang black sesame paste is also missing by many consumers. Thus, after Guangxi Nanfang black sesame food limited company into Nanfang Guangxi food group, group senior started on the Nanfang black sesame paste to adopt a series of marketing initiatives to revive the old products.The first to find out what are the problems in Nanfang black sesame food, including the old brand is not fashionable, old brand name association value is not strong, the image is old and is not convenient for fast moving consumer packaging, black sesame varieties of a single product and so on, these problems are serious threat to the development prospects of Nanfang company. Faced with these questions, this paper will be based on a theoretical basis, combined with the actual market situation, on the Nanfang black sesame food strategy strategy analysis. Through the analysis, we will clearly find out how the Nanfang Food to get rid of the food industry in some common brand development problems. At the same time, the strategies on the company in the region of similar enterprises bigger and stronger can provide certain reference function.The article have six chapters. The first chapter mainly elaborated this article selected topic background, purpose, significance, research contents and methods. At the same time, the relevant marketing theories and the domestic food industry marketing research literature review. The second chapter is the Guangxi Nanfang food marketing present situation and the existence question, first introduced the basic situation of Guangxi Nanfang food, from product, price, channel, promotion in four aspects of the company’s marketing present situation, points out the problems in the present company marketing. The third chapter is the Nanfang Guangxi food marketing environment analysis, through the use of PEST, SWOT analysis, SWOT analysis tool from macroscopic to microcosmic on Nanfang food company’s marketing environment analysis. The fourth chapter is the Guangxi Nanfang Black Sesame Food STP strategic analysis. The fifth chapter is the Guangxi Nanfang Food products marketing strategy optimization, including the marketing strategy to upgrade, upgrade packaging、sales channel strategy adjustment, advertisement plan adjustment, upgrade product value. The sixth chapter is the Guangxi Nanfang Black Sesame Food marketing strategy to optimize the implementation of safeguard measures, from the strengthening of organizational structure, human resources construction, the construction of company culture three aspects proposed the implementation of marketing strategy optimization security measures.