The Research On Marketing Strategies Of A Food Corporation

Currently, China’s macro economy gradually goes into the "new normal" state,faces important challenges of the transformation and upgrading,and economic fundamentals downward pressure is very big. However, the current competition in the domestic market of processed chicken products intense. Especially foreign chicken giants enter the domestic market, which have a huge impact on the domestic chicken processing enterprises.So domestic enterprises just survive in the cracks. How to seize the current market opportunities, and how to stand out in the fierce competition.these are big problems.Enterprises need to assess the situation and take full account of external environmental factors and their own situation, in order to develop marketing strategies for the target market, and thus gain greater competitive advantage.A food company is a modern manufacturing enterprises, which’s main business is the production of chicken deep processing products; the company has been nearly 12 years of development history. The company roots in south market with production technology and product quality advantages, has won a good reputation in the consumer, but also coincided with the meat processing industry development opportunities, the company has own nearly ten thousand tons of production capacity,and the well-known enterprises annual sales adds to one billion RMB in high speed. However, in recent years the company’s sales suffered the bottleneck, failed to grow as expected; in order to explore the reasons for the emergence of such a predicament and to clarify the company’s strengths,weaknesses, challenges and opportunities, the current industry conditions, competition, and their own problems of reanalysis is necessary.In view of this, this paper introduces modern marketing in 4PS, STP and consumer behavior theory and methods, and use A food company’s marketing of the environment as a starting point. A comprehensive survey is carried out, which involes the food company’s macro environment, industry environment and their own technical environment in background of Competitive market. Here,PEST analytical methods and five competitive forces model are taken in count.The paper analysis of the company’s marketing strategy currently facing the status quo and main problems. They include rough market segmentation standard, fuzzy target, unreasonable product structure, new product development and subsequent fatigue, building brand recognition, not enough price variation tendency and shallow, untimely price adjustment, the hierarchical channel mode led to more channel members promotion of interest differentiation, too narrow face, rely on the dealer sales promotion and incentive.Then we develop a strategy proposal on A food company with a portfolio of STP, product, pricing, position, promotion and other aspects. They include broaden the segmentation criteria, according to their own conditions, clear target market positioning, and comprehensively differentiation strategy of product layout, the realization of dynamic and static combination pricing strategy, strengthen the channel control, to strengthen the construction of network channels, for a full range of sales promotion, pay attention to public relations handling.At last, for the implementation of the strategy, the paper proposed a number of safeguard measures. They include setting up the modern marketing concept, buildding the advanced marketing information intelligence system, creating unity and efficient marketing team, creating a market oriented company culture atmosphere. To make up for the deficiency of A food company’s actual marketing work, and strive to walk out of the dilemma of development.