A Research On Marketing Problems And Countermeasures Of Z Company Ltd. In China

The beer industry plays an important role in China's economic development.It's recorded double-digit growth that China beer industry became the largest beer country of the world from 1980 s to the end of the 20 th century which has made great contribution for China's reform and opening-up and market economy.Hops is one of the four basic ingredients of beer production,and has a unique and irreplaceable role,which has always been valued by the beer industry.However,due to the attributes of agricultural product,political environment,economic environment,society environment,technical environment and natural conditions,the market competition is increasingly fierce.While the increasing of beer production and economic development,more and more companies entered this field.And customers have much higher requirement on the quality of products,delivery,service and innovation.Under this background,Z company was has also encountered serious difficulties: shrinking market share,decreasing profits,declining customer satisfaction,and loss of customer satisfaction.The management of Z company is facing huge challenges.Using by combing the basic principles of management and marketing,and some analysis tools(PEST,Porter's 5-power forces,STP,SWOT,etc.),the Z company's internal and external environment,competitive advantages and disadvantages were analyzed,the problems and defects existing in the company in the marketing has carried on the diagnosis and analysis,in coclusion,the differential marketing strategy was derived.Base on the theory of 4Cs(customer,cost,convenience and communication),the marketing strategy and business process of Z company was adjusted,some corrective measures or improvement management were taken,and achieved good efficiency and effect through these measures.Practice has proved that enterprise management has some basic principles.With mastering the fundamental management theory and skills,fully understand the impact of internal and external industry environment,grasp the advantages and disadvantages of its own,take appropriate marketing strategy,grasp opportunities,foster strengths and circumvent weaknesses,continuous improvement,continuous PDCA,it is possible to establish long-term,stable relations of cooperation with customers,and achieve the sustainable development of enterprises and the eco-environment.