| In China's grain market,the current competition is extremely fierce.State-owned enterprises have a large share of the market.As a private food company,Evergrande has already had a certain market influence in China after its development in recent years.The company is striving to enter the middle and high-end market in the grain industry and is preparing to compete with other competitors in the high-end market..Evergrande has not developed smoothly in previous years and its marketing strategy needs to be changed or reformulated.This article has carried on the comprehensive analysis and research to the marketing strategy of Hengda Grain & Oil.This thesis firstly summarizes the general background of China's grain industry and the general situation of Hengda Grain and Oil.Then it analyzes the macro environment,internal environment and competitors of Hengda Grain and Oil,and analyzes consumer characteristics and behavior of Hengda Grain and Oil.Based on the above analysis,this paper adopts a marketing strategy to subdivide the market by high,middle,high,middle,and low grades,clarifying that Evergrande's target market is to sell green organic products to high-end consumer markets.The main product positioning is Premium rice,oil.Hengda Grain and Oil must use its own strengths: in the core production area of high-quality northeastern rice,from breeding to standard production,base processing,and warehousing services in the entire industry chain,it positions itself as a ―China's high-quality grain supplier‖ to distinguish other Large grain merchants.Based on the theory of marketing,the company formulated a marketing strategy that is suitable for Evergrande's grain and oil – the common development of high-end and middle-end markets,including marketing strategies of product strategy,price strategy,channel strategy,and promotion strategy.As a real estate company that dares to enter the agricultural industry with high profile,Evergrande is a representative,but also a microcosm of the newly-developed domestic private grain and oil companies.This paper studies the marketing management of other food industry enterprises.Can also play a reference value. |
