Analysis Of Product Marketing Strategy In Jiangxi

In recent years, with rapid developing of the economy in our country, constantlyoptimizition of animal husbandry structure and improvement of living standards, itmakes a growing consumer demand for beef, though not in a state of full pull, itsgrowth rate has significantly more than the growth rate of pork, it seems that the beefprocessing industry has entered a new period of development. Due to the increasingconsumption of beef processing market, and good market prospect, it has caused theattention of many entrepreneurs, began to focus on the beef processing industry, thiswill lead to greater competition in beef processing industry.But because of no clearindustry standard for beef quality in our country, low barriers to entry, it prompted aseries of problems, such as leading enterprises rarely, industry on a smaller scale,low beef industry technical level and the processing quality, the taste of beef and thequality is poor; Throughout the process from beef cattle breeding to processing,thesafety of beef products can not be guaranteed, the health and quarantine system isimperfect; Beef suppliers on cutting and packing of the product has no unifiedindustry standards, these problems played down the entrepreneur’s brand awarenessof beef.At present, there is less well-known brand of beef in our country, what’smore,many high-end hotels and restaurants are more likely to buy import beef.Insuch competitive environment, in order to be in an impregnable position in the beefprocessing industry, khorchin farming company must develop a set of marketingstrategy which can be suited for its own development needs.Firstly, through analysis khorchin farming company’s existing marketing model,we find out the existing problems in the development.Secondly, to enterprisestrategic management and marketing theory as the foundation, the integrated use ofPEST macro environment analysis, porter five model and SWOT analysis method,we analyze the internal and external environment of khorchin farming company’smarket in jiangxi,finally make a qualitative and quantitative comprehensiveevaluation.In control of the opportunities and threats of khorchin farming company in jiangxi market, and on the basis of combining with the company’s own advantagesand disadvantages, puts forward the marketing strategy of khorchin beef in jiangximarket in the future.There are some important results：innovative sales channels，to promote experiential marketing model, build self-branding shop; diversifiedproduct sales; promote green marketing concept.