Research On The Marketing Strategy Of The Folk Food Market Of Yanbian King Kong Food Co., Ltd.

With the deepening of global integration will continue to strengthen and the study of national culture, concerns about national food culture is also increasing. Yanbian Korean in the special geographical, historical, economic and political conditions, inherited the traditional Chinese diet. Yanbian King Kong Mountain Food Co., Ltd. is a representative of a national food company. "MT" brand series of products from the market since, by loved and welcomed the vast number of consumers, to have a large sales in the three provinces in Northeast China, to build the company straight battalion inn, to join the chain store, the store has amounted to more than 600, with rapid expansion of the scale, its marketing strategy to keep up with the pace. Therefore, I hope that through to mount Kumgang Food Co., Ltd. folk food marketing strategy research and puts forward some scientific and effective marketing strategies to solve the problems exist in the marketing, improve the product sales to further develop, product market space. The main points of the study are as follows:First of all, it makes clear the research object, carries on the summary of the paper and elaborates the related theory. The in has been clear about the research object on the basis, through document study and comparative method, and defines the related concepts, and STP and 4P theory as the foundation.Then, introduced the Yanbian mount Kumgang folk food development situation, and the market marketing strategy present situation has carried on the elaboration, and analysis the problems existed in the existing marketing strategy. And according to the pest environment analysis method of its political, economic, social and technological environment were a full range of analysis, and then use the SWOT of Yanbian mount Kumgang folk food has the advantages and disadvantages and the external opportunities and threats are analyzed in depth, for the following strategies are proposed to do a good job in basic.Finally, on Yanbian mount Kumgang folk food STP strategy is established. Low-income groups target market is chosen, and the positioning, again from 4P products, price, channel and promotion aspects are detailed and effective strategy formulation. And put forward many safeguard measures, in order to ensure the implementation of marketing strategy in place.