Xinjiang Characteristic Product Marketing Strategy Research

Thirty years of reform and opening up, Chinese people’s living standards continue to improve, this century more than 80% of the population has entered the era of well-off, the requirements of the quality of life are increasing, not only the requirements of green agricultural products increasingly strong, the geographical characteristics of other special products is full of rush also, characteristicsindustry developed rapidly, market prospect is broad. Xinjiang is located in the piedmont of the Tianshan Mountains, not only has the unique natural resources as "light, heat, water, soil, but also is located in the mystery of the ancient Silk Road in the western regions, the quality of agriculture and animal husbandry products and ethnic characteristics crafts by consumers, throughout the 10 years to Xinjiang specialty products, the rapid development of history, although sales continue to hit new highs and achieved gratifying achievements in development, but compared with other regions, especially southeastern coastal cities and the central region, there is still a big gap, specialty products in Xinjiang, a huge market space for development has not been fully explored. Based on the strong brand effect of profit, promotion and expansion of the industry advantage, in the formulation of the implementation of marketing strategy, we should fully understand the advantages of Xinjiang specialty products and environmental factors, will create a famous local brands, from fundamentally improve Xinjiang specialty products competitiveness as the top priority of the marketing work.In the market environment, Xinjiang specialty products to carry on the research analysis, of industry current situation of study and sum up, five forces analysis and SWOT analysis on the marketing of the products, prepare product positioning, formulate practical and effective marketing strategy is the main research contents of this paper. Thesis mainly launches from six aspects, the first part of the paper presents the background, the research significance, research content and the specific research methods; the second part mainly and Xinjiang specialty products marketing strategy formulation and implementation of related theories at home and abroad are discussed for and in theory. Analysis the theoretical achievements in the marketing activities of role. The third part uses marketing environment analysis theory and the theory of competitive strategy, combined with the development status of domestic market of local products, from the theories contact actual angle of investigation and analysis to the industry and the present situation of Xinjiang characteristic product, study summary now marketing strategy of the successful experience and the existing problems, and by means of macro and micro environment analysis, the five forces model and SWOT analysis method to analyze its advantages and disadvantages, opportunities and challenges, so as to find out the important factor to influence the formulation of marketing strategy. The fourth part through the analysis of the characteristics of Xinjiang’s characteristic, analysis of the chamber of Commerce Exhibition Center built its own characteristics, combined with the analysis of marketing environment, product positioning and target market. In the fifth part, according to the key elements of the marketing environment and product positioning analysis determined the choice of marketing strategy of specialty products in Xinjiang, from the four aspects of product strategy, pricing strategy, channel strategy and promotion strategy to carry on the research analysis. Finally come to the conclusion of the study and research prospects.