Study Of Xingsha Animal Health Products Marketing Strategy From The Perspective Of Food Safety

In recent years, there is a rapid development of China’s animal husbandry and feed industry. The competition is becoming increasingly fierce with gradually increasing scale of aquaculture, continuous improvement of quality of animal products, and increase in the concentration of feed and animal health industry. With the continuous improvement of the economic and social development and people’s living standards, social demand is tremendously changing. There is growing awareness of food safety, opportunities and challenges coexist for the enterprises. It is necessary to pay close attention to changes in consumer demand. Marketing should be health-centered. Therefore, animal health enterprises need not only to strengthen basic research and cultivate the core competitive ability, but also to proper use of market analysis tool and marketing mix strategy based on the view of food security.Based on his marketing experience of more than 20 years in animal husbandry and feed industry, the author analyzes the internal and external marketing environment, the opportunities and threats for Xingsha animal health company in the context of domestic intense market competition, therefore suggest the marketing mix strategy and its implementation and security method. The mix marketing suggestions here aim to help the enterprise to clearly understand the opportunities and challenges with the food safety requirements, to help the stakeholders to achieve win-win status in the competition, and to promote the effective implementation of the marketing objectives.Main stream of the marketing research focus on the urban consumers, however, the current study consider the rural market as the research object. Based on changes in the rural consumption behavior and psychology characteristic, this paper conducts the analysis with social marketing concept, tries to offer the solutions that can balance corporate profits, consumer desires and social responsibility. In addition, this paper attempts to combine 4P and 4C marketing theory, proposes the mix marketing strategy for the Xingsha animal health company with the product strategy based on customer demand, pricing strategy based on customer cost, channel strategy based on the convenience of customers, and promotion strategy based on customer communication. The marketing mix strategy is different from the treatment-based traditional marketing mode, therefore, has certain innovation value.