Research On Marketing Strategy For Qiqihar Honghe Rice Processing Company

Qiqihar Honghe rice processing company, which has a main business ofprocessing and selling rice products, is a medium-sized company located in the areaof Qiqihar and it mainly runs in the western area of Heilongjiang Province. Afterhaving developed for approximately ten years, the company takes shape. As thecompany meets its bottleneck, the current marketing strategies are not suitable forthe present market. In the past10years, people’s consuming attitudes have changedmuch that it is more of importance of the quality of food such as green food andorganic food than that of the quantity of the food. At the same time, the huge bluesea attracts volumes of foreign corporation and it has caused more intensivecompetitions in the rice product market. As a result, to win in the industrycompetition, to develop more in the agriculture market and to rise thecompetitiveness, the company needs new and realistic marketing strategies.This paper makes a study on the marketing strategies of Qiqihar Honghe riceprocessing company. In the first place this paper analyses the marketing environmentand the marketing team and points out the existing marketing specific problems ofthe current marketing strategies and the marketing team. After that this paperillustrates the current marketing environment through the analysis of the macromarket, the rice product market, the competitors and SWOT. On the basis of theseabove, according to the4Ps marketing theory this paper makes the portfoliostrategies by the analysis of products, prices, places and promotions. At last, on thepurpose of the new marketing strategies implemented smoothly, this paper makes upa range of marketing strategies implementation of safeguard measures. This paper makes a deep research of the marketing strategies of QiqiharHonghe rice processing company as a module in practice. For one thing, it willenrich the theory of the agriculture processing companies which has the sameconditions and improve the study of marketing strategies of the rice processingindustry. For another thing, it will provide references to Qiqihar Honghe riceprocessing company on marketing and team-building through analysing the currentmarketing strategies deeply and making the marketing strategies and implementationof safeguard measures. This makes a great meaning of improving the marketingsystem, rising the competitiveness and creating more economic value.