Research On Marketing Strategy Of Company M Organic Food Kunming Summary

In recent years,with the gradual upgrading of consumption,changes in consumer perceptions,and frequent food safety issues,the development of the organic industry has ushered in unprecedented opportunities.At the same time,with the improvement of the quality of'residents,'the concept of environmental protection and sustainable development has also penetrated the hearts of consumers.Therefore,the organic industry that can meet this demand has also been recognized by more and more consumers.Located in the southwestern border of China,Kunming is rich in resources.It is the capital of Yunnan Province and China's window to Southeast Asia.Although it is not a first-tier city in domestic cities,it also has its own unique location advantages and production and consumption characteristics.As one of the high-quality production areas of organic food in China,due to the generally weak brand awareness and marketing concept of organic industry enterprises,it has not been very good to create its own competitive organic product brand,and one suitable for this brand.Series marketing methods.Therefore,this paper takes the most representative and longest-established M company in Kunming as the research object,and hopes to develop a marketing combination strategy that is suitable for the Kunming market and can give full play to the advantages of M company.This paper combines the research methods of theory and practice,and at the same time makes relevant qualitative and quantitative analysis research.Through the PEST analysis method,the opportunities and challenges of the organic industry in the Kunming market are studied from the political,economic,social and technical levels.The advantages and disadvantages of M company in the competition of peers are studied through the five-force model.Through the structured questionnaire,the customer's portrait is initially described in the existing customers of M Company,and the results of the survey are verified by the system adjustment questionnaire to find out the pain points of the target customers.Finally,through the 4P marketing combination strategy,a set of price,product,channel and promotion combination strategies suitable for M company in the Kunming market and with the target customer group attributes of the segment are given.In order to ensure the complete implementation of this marketing mix strategy,it also supports the M team's team formation,feedback mechanism,fund management,marketing concepts and other related safeguards.Ensure that M's organic products are in an invincible position in the fiercely competitive environment of the Kunming market.