Research On Company's New Product Differentiation Strategy

With the development of China's economy and the improvement of people's living consumption,the seasoning industry has developed rapidly and has become a new economic growth point of China's food industry.Among them,the income of sauce and other condiments is more than 20%China's first major condiment,has a huge development prospects.The face of soy sauce market product quality varies greatly,the health level difference between the huge market environment,G company "to do the Chinese condiment industry carrier" slogan,is committed to "do the best soy sauce in China." Although the G company "green,organic,healthy" production concept and advanced production technology to promote the continuous development of enterprises,but due to strong brand-led and low-end market disorderly competition,the company in the market competition has gradually exposed some problems,Affect the advantages of enterprises in the market competition.This paper analyzes the current competitive strategy of G company 's new product by using the literature research method and the investigation method,and expounds the necessity of re-planning the competitive strategy.Based on the analysis of the macroscopic environment,industry environment and the main competitor,internal resources and internal capacity of G Company's new product market competition strategy,G's new product market competition strategy was selected.The main conclusions of the study:G company's internal and external environment on whether to use the differentiation strategy to play a key role in the decision,driven by this strategy,and gradually promote its products,production skills and the company's brand differences widened,If in these areas can be far ahead of the opponent's company,then more conducive to achieving a higher market share,so the differentiation of competitive strategy is G's new product of the best choice.In the specific implementation process,G company's new product positioning can be broken down into new products pork sauce,seafood soy sauce,stew fish sauce,do soy sauce,soy sauce,etc.,for different dishes to launch a variety of suitable varieties of soy sauce.Packaging should be selected 500ml glass bottles as a product packaging.The price should be set to 75 yuan per box,a box which contains 12 bottles of soy sauce,the price of each bottle of soy sauce is 8.5 yuan,engage in large promotions can be reduced to 7.8 yuan per bottle price.According to the width and length of the channel,the channel is divided into three types of high,medium and low,respectively,to adapt to the higher grade of government affairs,business affairs,business affairs,banquet treat,and ordinary people.To carry out promotional activities should focus on decorating the saucy display shelves,timely in the store to carry out 100ml free tasting activities.In order to protect the implementation of the strategy,G companies should further strengthen the concept of competition,strengthen the system construction,strengthen human resources construction,and strengthen the corporate culture.