Study On The Marketing Mix Of R Fruit Company And The Countermeasures Of Transformation And Upgrading

Fruit marketing company with other marketing companies,as well as the general characteristics of the company.The fruit is easy to corruption,inventory of short time,seasonal strong,not easy to long-distance transport and other characteristics of the special fruit sales.R fruit company devotes to the domestic and foreign high-end boutique fruit,with "honesty,quality,tree brand,and efficiency" service concept,adhering to the"integrity management,pragmatic innovation,diligence and enterprising" business purposes,to provide quality products and services for consumers.But due to the company’s development time is short,extensive management,talent shortage,lead to the bottleneck of the development;plus in recent years downtown pressure on the economy increase,peer competition,making the R fruit company more and more harsh living environment.In this paper,R fruit company as a case study,a comprehensive analysis of the company’s current operating problems and deficiencies.Make full use of marketing theories,such as retail,through to the Chengdu city fruit market macro environment analysis(PEST),R fruit company SWOT matrix,by the field investigation,expert interview and logical analysis method,R analysis of fruit company marketing environment,the advantage and disadvantage,and competition situation.Using STP theory,clear fruit market segmentation,select the target market,so as to identify the market positioning.Combine the resources advantages.and core competitiveness of R fruit company,take the traditional marketing theory as the guide,and use 4P theory to optimize the current marketing strategy from 4 aspects of product,channel,price and promotion.At the same time,aiming at fruit marketing pressure,bad living environment and the actual situation,through the district analysis,site investigation,creatively put forward the reforming plan,namely the opening of new stores,brand,thus opening up a new living space.The research done by this paper,one is beneficial to R fruit company can more clearly understand the company in marketing problems,in order to quickly adjust marketing strategy,to reverse the early mismanagement of the situation;the two is to learn from the advanced experience of peers,R fruit company risks and challenges can better cope with the fierce the market competition in the new economic norm;the three is through the study of marketing mix and upgrading countermeasures of R fruit company,to guide similar enterprises to optimize the marketing strategy in the actual operation,provide better service for the society and fruit.