The Fragrant Oriental Rice Marketing Strategy And Strategies Of Discussion

The Purpose and the MeaningIn July2009, Orient Group invested heavily in establishing Orient Group of grain and oil Food Limited Company (hereinafter referred to as the" East Grain") which is taken as the main business of listed company. Then Orient Group officially entered the oil industry. Ours is a big-population country; and grain consumption in a year exceeds500million tones. Although China’s grain production and consumption is growing steadily, the brand grain production is still in the development stage, the consumption of brand grain of the whole country’s proportion is not more than5%, while the rest are produced by small and medium enterprises; therefore, food safety issues have become increasingly prominent.It is the right choice for the Orient Group to enter this industry during this time. Therefore, Orient Group started from the point building brand grain enterprises, it set up food production and processing base in the Heilongjiang high-quality grain-producing areas such as Wuchang, Fangzheng, Qinyuan, then bought the production of Long Kun seed, employed the well-known quality rice experts in northeast who helped in breeding, and control from the base standardization planting to processing the entire production chain automatically, at the same time, it actively carried out the organic, green certification, aiming to market the quality, green and organic food products, At last, it is a chance for Orient Group to make a different way from the traditional food enterprise development road, and at the same time, it has become a big grain producer, become food supplier representative of our country.Through the observation in marketing strategy of the East Grain, this article has provided valuable references and workable marketing plan to the East grain according to its own characteristics and core competitiveness in order to cope with the increasingly fierce competition in the market, and it has also provided reference and enlightenment for the discussion of the new ways of the Chinese brand food enterprises’ development.The Fundamental theory and the Method:This paper is based on the theory of strategic management, marketing, supply-chain management, the use of strategic management research, and analysis tools such as SWOT, STP, and combined with the outcome of the oriental traditional wisdom, it goes on a in-depth study on East grain’s core competitiveness, external competitive market, and undertakes thorough deliberate from concept such as the corporation strategy, operational goals, competitive advantages and disadvantages, market segmentation, finally put forward the marketing strategy according to the analysis of East grain company.The Main Content and Viewpoint:This paper is divided into four parts in which the first part introduces the background of Orient Group to come into the grain and oil industry, the work completed and market reaction after entering the industry in two aspects of the production and marketing, and put forward the problem of East grain in current marketing strategy which is for the benefit establishing the direction for the subsequent research. The second part analyzes its own condition, external environment and competition situation mainly using tools such as strategy analysis, operation analysis, five forces model of competition, SWOT analysis, STP analysis, and lastly puts forward ideas and suggestions for East food in company strategy and marketing strategy improvement according to the results of the analysisThe Main Contribution:In this paper, the topic is closely collected with the reality. It undertakes deliberate analysis about the East grain’s current marketing problems with the combination of knowledge and its relatively theory, then puts forward marketing strategy which is suitable for East grain, and provide innovative, operable reference and enlightenment for the domestic high-quality brand agricultural products (food) marketing. These are all for the improvement of marketing and at the same time provide reference and intellectual support in bigging and stringing enterprise business.