Research On The Marketing Strategies Of Dongan Free-range Chicken Of Zebei Company

With the rapid development of China's economy,people's living standards have been generally improved,people's dietary structure has been changed,and their attention to healthy diet has increased,so that Green and organic agricultural products have been pursued by the majority of consumers.However,the traditional marketing mode of green and original agricultural products is hard to meet the marketing requirements of the new agricultural production mode of "Internet+agriculture".Therefore,in the face of the fierce market competition and the continuous development of the network marketing mode,Zebei,as a breeding and sales company of green original ecological agricultural products,needs to reposition the brand and structure of its products and innovate marketing methods.Zebei company's sales is increasing year by year but its growth speed slows down,which shows that the company's marketing comes into the bottleneck period,so in order to break it through,the paper uses related marketing theories and literature to analyze the marketing situation and the status of Dongan free-range chicken.The results show there exist such defects as inadequate brand management,unscientific product strategy,lack of awareness in marketing channel construction and flexibility in promotion means.Based on this situation,this paper presents four measures to improve the marketing of Dongan free-range chicken.Zebei Company shall refine its marketing objectives and adjust the marketing strategies in accordance with the marketing characteristics of different periods;The company should reposition its market,improve the brand extension service to achieve the purpose of improving brand satisfaction and visibility;Adhere to the principle of differentiation,optimize the product structure of Dongan free-range chicken and adopt flexible pricing strategy to improve market share.It is necessary to strengthen the construction of channels to improve the market share by full use of new media channels and community marketing in addition to the original channels.In addition,the author uses comparative analysis to compare the sales in 2017 with that of the previous year,the result of which shows the sales of Zebei Dongan free-range chicken improved much and so did its brand awareness and service satisfaction.To sum up,although the marketing problems of Dongan free-range chicken have been basically solved,how to make Zebei a leading enterprise in green food processing industry is its direction of the future development.