Research On Marketing Strategy Optimization Of Zhengzhou International Hub Development And Construction Co.,Ltd

In recent years,foreign tourism projects have been very hot.Tourists have purchased lots of foreign cosmetics,milk powder and food.The sales data of overseas purchases has grown rapidly,also,the sales of imported goods are gradually increasing,which reflect the quality trust of Chinese people in foreign goods,especially the quality of dairy products.Imported goods started earlier in China's coastal areas and in a relatively mature status because of the fierce market competition than their inland counterparts,in where few importers exist and the development is rather slow due to geographical restrictions.Dealers often complain that the business is difficult to do,the gross profit is relatively low,the sales of the products in the end customers are too slow,the shelf life of the goods is too short,and the capital turnover is slow.Since the implementation of the development strategy of “One Belt,One Road”,the frequency of the train schedule from Zhengzhou to Europe has increased rapidly.Through the direct transportation of the trains,more and more imported goods have been introduced in the inland areas,thus leads to the significantly increasing of categories and quantities of imported goods.However,the capabilities of dealers are uneven,which cause many problems,such as the small increase in the sales volume of imported goods,and fail to achieve sound development.This paper quotes the 6P principles of marketing,which are product,price,channel,promotion,political power and public relations theory,and conducts customer interviews,summarizes the reasons that affect sales,and studies the marketing strategies of existing dealers to form an optimization plan.At the same time,it provides a reference model for the development of imported food in China.This article takes Zhengzhou International Hub Development and Construction Co.,Ltd.as the research object,and uses the paradigm of customer interviews to analyze the problems and causes of the existing marketing strategy,optimizes the marketing strategy,increases the product coverage and strengthens the team capabilities to ultimately boost sales.In the current situation of ZhengzhouInternational Hub Development and Construction Co.,Ltd.,some of the large-volume items have entered the market at a low price,and the brand-name own brand is mainly used to implant high-margin goods,but the effect is not good.At present,the diversified channel strategy also has problems of channel conflict,divergence and high cost;in the promotion strategy,it mainly relies on official media,exhibitions and online platforms,and the advertising resources are not put into the market.In the marketing process,the goods are sold slowly in the terminal,the goods are out of stock,the goods are not featured,the price of the goods is high,and the gross profit of the goods is low.In the analysis of the cause of the problem,the product aspect is that there are few options for merchandise purchase,the product lacks flexibility,and the consumer demand is not fully investigated.The current high commodity purchase price,the price mechanism is rigid,and the price adjustment mechanism is long,resulting in no advantage in price.Through in-depth research on the problem of out of stock goods,we found problems in the procurement process,logistics links and production links.The problem of slower sales of the most feedback stores is caused by insufficient promotion,lack of dealer motivation.In response to the analysis of the causes of the problem,the marketing strategy was gradually improved,and new marketing strategies were formulated through product strategy optimization,pricing strategy optimization,channel management optimization,and promotion power enhancement.For the new marketing strategy,the analysis of implementation guarantee is mainly based on four aspects: organizational security,system security,personnel security and financial security.