Analysis Of The Marketing Strategy Of Company R's Peony Products

In recent years,with the continuous improvement of our national economic level and the continuous development of science and technology,great progress has been made in the research and development of peony planting and products.The peony industry has also expanded from a single ornamental field to more fields,such as food,medicine and health care.Peony products show great research and development value and economic value.The peony industry in Heze,Shandong Province,has gradually formed a scale,and has developed into an industrial chain that covers peony seedling propagation,planting scale,industrial deep processing,peony culture,tourism industry and integration.The future development plan of the peony industry in Heze City is to rely on the existing peony products R&D enterprises in Heze City,focusing on the multi-purpose of peony and in-depth research and development.We will strive for the development of peony industry in the fields of medicine,chemical industry,nutrition and health care,and gradually build the peony industry into a pillar industry with local characteristics for sustainable development.R Company was founded in 2008,is a leading technology-oriented enterprise focusing on research and development and production of peony oil series products.Firstly,this paper analyzed the macro-environment of R Company through PEST analysis method,then analyzed the micro-environment of R Company through field research,and then analyzed the current marketing situation and existing problems of R Company with 4P combination strategy.The target market is analyzed,the target market is determined,the market is subdivided,and the specific marketing strategy of the company is studied.Finally,the solutions and suggestions are found from the marketing strategy level to optimize the marketing model of the company’s peony products.Firstly,this paper formulates effective marketing strategies for R company.R company is facing many opportunities,of course,there are many severe tests waiting.How to take a foothold in the market tide,promote its own brand,further improve its service level,expand brand influence,and take the road of sustainable development is worth thinking.A thorough and detailed analysis of the current situation of R company has led to the development of peony industry in Heze.At present,the peony industry chain has already begun to take shape.Among them,the processing of peony products,the extraction of peony free,the extension of peony mask and the development of peony health foods have broad prospects in the market,but the leading enterprises of most local peony products in Heze are in the initial stage.The form is simple,the market competitiveness is not strong,and the precise market positioning and theoretical guidance are urgently needed.Thirdly,we plan to evaluate the current marketing model of R company from the perspective of the whole industry,find out the shortcomings,and make a comprehensive analysis and judgment according to the conditions and environment of Heze R company,so as to provide theoretical support for further optimizing the development of Heze peony industry.