Research On The Marketing Strategy Of Layer Feed In The Chifeng ND Company

With the development of feed industry,the technology of feed production in our country has been continuously improved,and the quality of feed production has made significant progress.However,fierce market competition,rising prices of upstream raw materials,cyclical fluctuations in downstream aquaculture,and unstable egg prices have made the egg feed industry profit level low.However,according to the development goals of the "13th Five-Year Plan" development plan for the National feed industry,by the end of the "13th Five-Year Plan",the total output of industrial feed in the country is expected to reach 220 million tons.Among them,poultry egg feed is expected to be 31 million tons.This is not only a severe test for the egg and chicken feed enterprises,but also a major opportunity for the development of egg and chicken feed enterprises.This paper attempts to analyze the existing product strategy,price strategy,channel strategy and promotion strategy of Chifeng ND Company by combining market positioning theory,4Ps research marketing theory and 4C marketing theory with the actual situation of Chifeng ND Company through literature research method,case analysis method,quantitative analysis method and other research methods.We will identify the strengths and weaknesses of development,develop its strengths and weaknesses,avoid disadvantages,and actively respond to the increasingly fierce marketing en vironment for feed,seize opportunities,deal with threats,overcome competitors,and occupy competitive positions in the market.In this way,Chifeng ND Company's egg and chicken feed competitiveness in the market,to create more economic benefits for themselves.This paper first introduces the current situation of Chifeng ND Company and analyzes its external and internal environment.On the basis of this analysis Chifeng ND company's existing marketing strategy and existing problems.According to the above situation,based on the 4Ps marketing strategy,combined with the theory of market positioning and 4C marketing theory,the author puts forward some suggestions for improving the existing marketing strategy of Chifeng ND Company.In terms of product strategy,it is proposed to use consumer demand as the core for product positioning,make full use of laboratories to ensure the quality of raw materials and finished products,launch characteristic core opening materials,and design nutritional formulas according to customer habits.From the aspect of price strategy,it is proposed that we should base price positioning on product value,optimize customer reward policy,establish long-term customer relationship and update payment method.From the aspect of channel strategy,it is proposed that we should expand the peripheral market with the focus on convenience,develop the direct-selling market in a point-by-point manner,develop the distributor customer with eggs and feed as one,and develop the network marketing model.From the aspect of promotion strategy,it is proposed to use communication as a means to position the brand image,carry out marketing services with full participation,strengthen value-added services and build public relations.Finally,in order to ensure the implementation of the above marketing strategies,four assurance measures are put forward: first,to build the cultural characteristics of the enterprise,second,to improve the purchasing system of raw materials,third,to establish a sound incentive mechanism,and fourth,to build an elite sales team.