Study On Sea Cucumber Product Marketing Strategies Of DY Industry Group

DY industry group (hereinafter referred to as DY), which is the supreme aquaculture demonstration base of standard sea cucumber, larval rearing base of stichopus japonicas, and seafood processing production base, was built in 2005. As an industrial company was founded more than 10 years, DY has not been built the diversification of sales network that is corresponding to the scale of the enterprise. Although sales channels of Sea Cucumber Product of DY industry group (DY sea cucumber) by large-scale wholesalers and agents are fast and cheap, the gap between wholesale and retail has made a strong impact on DY’s profitability that the most profit belongs to wholesalers. With the end of profiteering era, DY is badly in need of formulating marketing strategy optimization adapting to its characteristics, establishing diversified sales network covering traditional distribution channels and network sale, and building marketing pattern adapting "Internet plus" time.DY industry group is a typical private enterprise, in which most managers’ cultural level are relatively low, management, marketing and other departments all adopt the original extensive management style, and the ascension speed of management level is significantly slower than the expansion speed of gout scale. Therefore, the chief problem DY has to face, as well as other private enterprise in China, is to improve the overall quality of managers and the level of marketing management.In this paper, two purposes need to be achieved. On the one hand, systemize correlation theories of marketing management that provides DY’s managers with theoretical basis. On the other hand, confirm DY sea cucumber’s target market, market positioning and classification, and strategy exploitation by analysis of its marketing situation and environment, and market segment of DY and the enterprise. Provide guidance to setting up DY’s marketing system and offer reference for other same type enterprise by structuring DY’s marketing strategy optimization form four dimensions of product, price, channel and communication strategy, and propose corresponding specific solutions.