Research On Marketing Strategy Of ZBYF Organic Food

In recent years,as people pay more and more attention to food safety and nutritional value,China's organic food industry is developing rapidly.But at present,China's organic food industry is still in its infancy,relevant legal systems and industry norms are not perfect,and organic food on the market is also complex and difficult to distinguish.ZBYF organic food development co.,ltd.is a leading organic food enterprise in Zibo,which is now in the stage of steady rise.In the increasingly fierce industry competition,how ZBYF develops its own style,builds enterprise brand,enhances product competitiveness and occupies the domestic market is a problem that must be faced.This paper analyzes the current marketing strategy of ZBYF,and finds that there are some problems,such as the mismatch between product packaging and product value,the low efficiency of marketing channels,and the insufficient market promotion by means of promotion.Through the macro and micro environment analysis of ZBYF,the advantages and disadvantages,opportunities and threats of enterprises are determined by SWOT analysis.According to market research results,the main target market determines the ZBYF for bachelor degree or above,30 to 50 years old in middle and high income group of women,lock in Zibo area and first-tier cities as the main market,and the framework developed based on 4 p marketing strategy,in terms of product development without salt cedar sauce,nutrition combination products,exquisite and practical packaging strategy;In terms of pricing,the general pricing,core product pricing,product portfolio pricing strategy should be formulated.In terms of channels,formulate and set up sales counters,network channel optimization,key account marketing and other strategies;In terms of promotion,counter promotion,network platform promotion,TV bargaining,tourism promotion and other strategies are proposed.Finally,to ensure the smooth implementation of marketing strategies,safeguard measures such as strengthening the construction of production conditions,increasing technology research and development,loyalty promotion plan,financing and offering of shares are made.