Research On Based On Marketing Strategy Of Packo Company In The Value Chain Based On Customer Perceived Value

With the rapid development of our country economy, people’s living standards are rising, the society is more and more attention to food quality and safety issues.Society to expand the demand for dairy products, quality improvement, the dairy industry with the rapid development.Especially in 2008 domestic broke the "melamine" incident, people more attention for the problem of the quality safety of dairy products.Due to the country for raw milk quality indicators continue to improve, pasture management also gradually realized that good dairy products need good management and high quality equipment.Customers for milk cooling has been focused in recent years, the importance of the customer’s need to nurture and guide consumption consciousness.Competitive advantage based on customer perceived value is a breakthrough to traditional competitive confrontational.Establish customer perceived value of the ultimate goal is to create more profits, and the marketing strategy can make the enterprise management rise in the value chain to a strategic level, achieve the purpose of enterprises to improve market competitiveness.Packo Inox company headquartered in Belgium, the product is mainly used in the field of agriculture, food and medicine, etc. Packo Shanghai factory established in 2004, the company mainly produces milk cooling equipment and the milk cooling solution, after nearly 10 years of accumulation, Packo wined a certain market, but in recent years, Packo was growing so slow, what is the reason? In this paper, customer perceived value as the breakthrough point, through analyzes the problems and put forward Paeko company value chain, to dig out the present situation of marketing strategy suitable for Packo company.After carding Packo company’s value chain, found Packo company is weak and needs to be improved in the whole value chain of major in marketing. So the combination of 4 p theory from the Angle of product, price, channel and promotion are given the corresponding marketing strategy optimization scheme, finally to help enterprises more effective marketing strategy to develop a suitable for their own development.Article through meetings, professional web site in the process of writing, telephone survey, industry report the ways and methods, such as collecting a large amount of Packo details of the company, but also covers the condition of the same kind of competitors and industry at home and abroad related material information.On the basis of obtained firsthand material, through scientific analysis method, comprehensive analysis, induction, questionnaire, summarizing, and combined with relevant professional knowledge for Packo company value chain analysis of existing problems, so as to optimize the enterprise marketing strategy, make the enterprise profit effectively.Market economy unceasing development, the application of value chain theory is more and more widely, but in the field of dairy cooling equipment, the guests’ perceptive value as well as the marketing strategy research have very little in the value chain, this article through to Packo through analyzing the actual situation of the company as the breakthrough point, makes every effort to improve the core competitiveness of enterprise, provide effective basis for enterprises to create more profit value and strategy.This is what makes up the current research literature has the problem of insufficient research in this field.