The Strategic Study On The Networking Marketing Of Xiamen AB Imported Food Limited Company

With the development of China’s economic and people’s education level,the idea and habit of consumption changes. Imported foods become acceptedproducts for most people; local food industries safety problems makeconsumers prefer imported food. Because of the maturity of China’selectronic commerce, more and more people who born after1980and1990prefer ordering imported food through internet; China’s imported foodnetwork marketing market get huge potentiality.After China entering into WTO market is becoming opener, foreign foodenterprises and agency are ready for invading; shopping malls of foreigninvestment began to launch network marketing, imported food must be thefirst line to be put on line; if local food enterprises want to recapture themarker, network marketing market is their target. We can foresee thatnetwork marketing market of China will appear intense competition tendencyand the product homogenization will be common. Chinese middle and smallimported food network marketing companies must take precaution hoistingtheir capacity and establishing a series of network marketing strategy systems.This paper base on Fujian especially Xiamen imported food networkmarketing market and take Xiamen AB imported food limited company forexample, through analyzing the inner marketing resources making out ABimported food limited company’s superiority and inferior. Using PESTmethod analyzes the external marketing environment, analyzing theenvironment of competition through the method of porter’s competitivenessmodel, In last part of this paper, we use SWOT method to make out workablestrategic of AB company and through QSPM Matrix we chose the beststrategic and put forwarder7P+2R portfolios of marketing tactics.