Research And Analysis Of X Company’s Marketing Strategy

Chicken is recognized by the international community health care meat and have a high protein, low fat, heat, and cholesterol, known as "three low and one high" excellent food, is the world’s largest consumer of the first meat, is also the world’s growth the fastest and most inexpensive high-quality meat. In the global scope, the taste and nutritional value of chicken are widely recognized, according to the food and Agriculture Organization of the United Nations statistics, over the past 30 years, rapid growth in the global production of chicken can predict with the increase in population, the increase of income, developing countries on chicken demand will continue to increase. After years of rapid expansion, China’s chicken products industry has in the market completed the industry reshuffle, has now entered the regional separatism era, in different regions formed regional monopoly pattern, the emergence of a group of close brand advantage. To explore the path of transformation and development in Northeast China, China’s grain barn is one of the biggest advantages of the northeast region, with grain as the realization of industrial upgrading should be the most effective way to the transformation and development of the Northeast region. In this paper, it is out of the concept of in-depth analysis of the northeast region’s largest chicken products enterprises-X company, the case of the selection of a typical value. X company is the Northeast’s largest chicken products enterprises, over the years dominated the northeast region of the Holy Grail is the price advantage, but chicken products manufacturing industry into the low barrier, once the other more well-known brand enterprises in Jilin investment and set up factories, the price advantage of X company is difficult to continue to maintain, the company position in the regional market faces huge challenges. In feed and labor costs continue to increase, the inspection and quarantine system is increasingly perfect, industry standards still need to improve in the background, Chinese chicken products industry rely on price competition to gain an advantage in the traditional path to the end, chicken products enterprises must innovation value chain to seek new profit growth point. X company as the Northeast’s largest chicken products enterprises, such as to maintain the price advantage based on through the integration of marketing plan to achieve the transformation and development, chicken products enterprises in China to the world provides an important reference value. Our risk of chicken industry profit is low at present, the whole industry are on the scale, on cold c(?) to make money, once a slight fluctuation in the market, massive excess products eagerly undersell malignant price become stifling the biggest killer of the healthy development of the chicken industry, dumping of risk and loss agglomeration in the most vulnerable, does not have the anti risk ability of farmers on, this kind of moral hazard to the industry brought great negative effects, seriously hampering the competitiveness of China’s broiler industry play. Is in the leading position in the region of X company should make full use of new technologies, new processes, the development of deep processing products, the development of many varieties, difference, multi flavor products, choose the right channel, cultivating brand, make chicken products innovation of intervention of modern consumption, realize the chicken industry chain upgrading and recycling, to explore suitable for chicken products industry sustainable development strategy. In this paper, the 4Ps theory, SWOT analysis method and Porter’s five forces model theory uses the method of case analysis on X company current internal and external environment were deeply, put forward the problems existing in the market operation mode in the new market conditions. Expectations for the enterprise’s own actual situation and external competition environment, as far as possible for enterprises to develop a clear marketing strategy and tactics, from marketing concept, marketing strategy, marketing combination of three levels of analysis, enhance the core competitiveness of enterprises to discuss the X company expansion and development of integrated marketing solutions for.