The Research On Marketing Strategy Of ZS Agricultural Products Company

Chinese agricultural products production have been improved and expanded in species,quantity and quality since last 30 years of the Reform and Opening-up Policy.National consumption requirements have changed with higher standard in quality but stable or even lower in quantity,this results in a serious challenge for the agricultural companies because of the relative over-production structural contradiction.So reform of the agricultural products supply-side is the only route for these companies to adapt to market change and development,which is the same as other fields in supply-side.ZS Company is the biggest agricultural products enterprise and the leading products are the whole industrial chain of 36 millions of chicken production per year,who is the only farm and husbandry Company in Gansu Province and the biggest investor of white feather chicken industry in North-West China with the highest scientific and technological content,the most integrated industrial chain(including breeding chicken's farm,baby chicken hatching,raising chickens,feeding stuff production,slaughtering/ processing and cooked food processing,organic fertilizer production and local/international market sales.Nowadays,ZS Company is in the condition of rapid development,they ought to carry out targeted marketing strategy to comply with more competitive and changeable market situation.And have to solve more problems,such as marketing insufficient investment,obstructed marketing channel,immature brand building mechanism,indistinct products market position and unreasonable structures under long time research of the farm and husbandry products market environment and company's own status.In order to meet ZS Company development requirements,we are using the marketing basic theory and decision method to research the marketing strategy as follows:(1)we have made further definitions about the opportunity,advantages,disadvantages and inferior position which we are facing now under SWOT analysis methods.(2)we have designed four kinds of marketing strategy combinations,including brand building dominant,products combination dominant,price competitiveness dominant,and marketing channel building dominant,under marketing basic theory.(3)we have adopted fuzzy synthesis policy-making and determined the present marketing strategy.ZS Company ought to employ products combination strategy dominantly to develop high level customers required products and HALAL products vigorously,to expand the high level and national minority market share;improve the whole industrial chain comprehensively;building the chicken and lamb marketing combination and enrich feeding stuff,fertilizer system.Furthermore,the brand building and price prices and marketing channel building.