A Study Of Marketing Strategy For YS Pet Accessories

People’s recreational mode, consumption pattern and emotional sustenance have been changed with improvement of living standards and lifestyle changes. Now there are more and more Dinks, the Singles, and Empty Nest Elderly in this society, which brings opportunity to develop pet market. According to statistics, there are nearly hundred million yuan for pet consumption from2007, which indicates that the pet market in Dalian is large.We shall adopt scientific marketing strategy and make a clear brand positioning so that can seize certain market shares. In this paper, we take YS Company as research object. This company mainly operates pet food and other related products. YS Company has right to operate import and export business. Now it is mainly as an agent in Dalian to sell pet foods and related products with high quality imported from South Korea, Japan, Europe and America and other countries and regions as well as other derivatives’brand.This paper mainly analyze industry conditions, marketing environment and consumer purchase behavior to research market YS Company involved in and to choose target market for YS Company Xianglujiao Office. For this reason, the brand could be chosen and brand positioning could be made according to target market. Meanwhile, the corresponding marketing strategy should be made, including product strategy, pricing strategy, sales channel strategy, marketing strategy and service strategy, In order to smoothly implementation of marketing strategy, some safeguard measures should be proposed.Finally, I hope that a preliminary study of the selected brand products can provide certain reference for YS to promote other brands in future, can make certain market share in Dalian and develop other markets in North China.