Research On The Marketing Strategy Of YQ Food Co., Ltd

At present, with the continuous enhancement of domestic economic strength and people's material living standards, consumers put forward higher requirements for the quality of life. Since the 1990s, the popularity of the health food(protective food), the concept oriented marketing for the green food, all that reflect this social characteristics from different aspects. Sea cucumber, as the noble brand in the seafood, which has gradually become the new darling of the health-care products market and program gift market. With the low threshold for entering into this field, more and more enterprises have entered the industry, the market competition of the sea cucumber is becoming increasingly fierce.Under this background, we take YQ company, one of the small and medium-sized sea cucumber production enterprise, as the object of the research, make a reasonable Marketing strategy, open a characteristics road in market competition, break through this tight encirclement, expand its market share.In this paper, we are going to research and discuss the company's marketing environment and marketing strategy from the two aspects of theory and practice. Firstly, this paper will introduce the general situation and the existing problems of the sea cucumber industry of YQ company on the basis of discussing the marketing strategy and the relevant theories of sea cucumber. Next, According to the market segmentation to clear the target market, which is in order to the YQ company to make a reasonable market positioning. Finally, using the 4P marketing theory to formulate the corresponding product, price, channel, promotion strategy, and put forward the corresponding policy and supportive measures. In the fierce market competition, it is expected that YQ company could start its developed characteristic, improve market share, and provide more practical ideas and strategies.