| The market competition is fierce now and the enterprise must find a scientific development path in order to survive in the highly competitive market environment.This paper tried to find out the problems and solutions of the marketing situation in Zhejiang You Hehe Food Co.Ltd,and provide reference for the marketing activities of micro-enterprises.On the basis of consulting a large number of literature material and investigating market demand in the huzhou functional food through the formulation of the questionnaire,this paper analysed comprehensively and thoroughly marketing environment of Zhejiang You Hehe Food Co.Ltd,and study its existing problems combined with the actual marketing status.The most fundamental problem is the backward marketing concept and the failure of marketing strategy.The enterprise has kept ideas of products and sales concept instead of the concept of marketing.It thinks that good products and hard sales must attract customers and the market expectation will be good.Therefore,the direction of the company's marketing strategy is not clear and the market positioning of products is ndistinct.The result is its market can not form a composition of forces,which leads to customer misunderstand and even conflict with the company's products.This paper pointed out that it is necessarily that the micro-enterprises research deeply the marketing environment to seek survival and development in the fiercely competitive market,especially to study in-depth the customers and competitors,and realize their own situations,to find target of the market suitable for their own development through analysising and researching.This paper put forward that micro-enterprises would achieve marketing success if they have cleared market positioning,established the image of the unique products,and put into effect the overall marketing strategy.According to these ones,the paper has proposed strategy.to solve the marketing problem of Zhejiang You Hehe Food Co.Ltd. |
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