Marketing Strategy Research Of Hunan Grand Globe International Freight Co., Ltd In Imported Food Business

ABSTRACT:In recent years, people’s living standard has been greatly improved with the further deepen of economic globalization and the rapid development of the domestic economy. At the same time, the import food enterprises in China have been mushrooming and become an important branch of China’s food industry. Because of the novel taste, superior quality and delicate package, imported food has become very popular and won the local market step by step, which is influencing and changing our eating habits and tendency of consumerism.Facing the great market prospect in imported food industry and relying on Changsha Jinxia bonded logistics zone "imported food trading center" project platform,"Hunan Grand Globe" company would like to take this opportunity, actively response and adaptation to industrial layout changes of the "Zone", get rid of the current operational difficulties and find new business development direction.This thesis consists of four chapters:The first chapter introduces the research background, significance, purpose and research methods. The second chapter is an analysis of the company’s marketing environment. Firstly, the author has analyzed the company’s external development environment and the industry’s environment with PEST and Michael Porter’s Five Forces Model respectively. Secondly, it tries to find out the opportunities and challenges of the company through the internal inventory and evaluation. Chapter three carries out the company’s marketing patterns with the analysis and comparison of the local competitor’s marketing mode. The author proposed the idea of "multi-level" and "step-by-step" marketing strategy about mix "Trading center platform+superstore+community store+online store+Logistics and distribution network". The final and most important chapter formulates a differentiation marketing tactics on the basis of the company’s marketing framework and Theory4Ps.The paper includes9Pictures,3tables and40references.