Research On The Market Promotion Of Yangko Dance Pigs In The Yanwodao Group

As quite a number of organic pork enterprises emerge,the market promotion of organic pork has become an urgent problem for the enterprise to solve,and Yanwodao Group is no exception.Yanwodao Group has developed and manufactured a variety of products,but there is a big between the products.Therefore it is necessary to carry out market promotion according to product characteristics.And the market situation of yangko dance pig has been analyzed in the research,which will better help the enterprise carry out market promotion of such pigs.In addition,Yanwodao Group is facing financial strain and staff shortages for it is currently in development.However,it will cost a lot of money to make carry out product promotions,a great burden to the enterprise.As regards such a situation,the paper presents many proper promotion methods to increase the enterprise brand awareness and lower the enterprise's market promotion cost.In terms of the market promotion of the ecological pig,there is no mature market promotion model or experience because the ecological pig is still a new product in Chinese market.And the paper studies the market promotion of yangko dance pig of Yanwodao Group through practice,playing an exemplary role in the promotion of ecological pig in Chinese market.The author of this paper has understood basic theoretical knowledge of market promotion,domestic and overseas research achievements through referring to and summarizing relevant literature,laying a theoretical foundation for this research.Moreover,in order to understand the basic situation and product promotion situation of the enterprise,the author has visited the enterprise to communicate with the Marketing Manager and related personnel through the method of deep interview during the research,laying a practical foundation for this research.And to gain a clearer understanding of the situation about customers in the target market,the author has distributed questionnaires to the customers treated as research objects during the internship in the enterprise to analyze customer's purchasing behavior.Finally,on the basis of combining theory and practice,the author has focused on three target markets through product analysis,including consumer market for children from urban high and medium income families,and consumer markets for pregnant women and patients both from urban high and medium income families.And the product has been positioned as “fresh and healthy yangko dance pig” after analysis of the competitors' market orientation and by combing the attributes that customers pay attention to.Furthermore,the third chapter has analyzed the potential,competition situation and target customers of the three target markets to guarantee the development potential of the selected target markets.Based on the above points,the paper presents practical and effective market promotion strategies according to characteristics of customers in the target markets.First,popular events will be held in the consumer market for children to attract consumers' attention,and the crisis marketing forewarning mechanism will be designed to prevent the adverse impact caused by crisis.In addition,We chat marketing,parking lot marketing and mews marketing strategy will be used to further increase the amount of exposure of the product.Thus it will help cover a full range of target customers.Second,the enterprise should cooperate with the confinement center and maternity matron intermediary to open up target market according to characteristic of consumer market for pregnant women from urban high and medium income families.Although the strategy is simple,it is difficult to execute the strategy.And it is impossible to achieve success until common consumer benefits for both sides are found.Then according to the characteristics of the consumer market for patients,the enterprise can open up the market by allowing consumers to have a taste.However,this marketing strategy should be guaranteed by corresponding marketing channels.Indeed,a good strategy must be based on strong organization and institution.Therefore,the paper then introduces organizational guarantee and institutional construction for market promotion of the product.Finally,the paper also analyzes key and difficult points for completion of the market promotion strategy to achieve better results.The research of this paper is based on the research,according to the characteristics of consumers and product characteristics of the marketing strategy for the promotion of yangko dance pig to provide new ideas.