The Research On Sugar Marketing Strategy Of BQ Company

Sugar is the basic industry of China.Sugar is not only a necessity for urban and rural residents,but also an essential raw material for medicine,beverage,food and other industries.It is an important strategic material related to the national economy and people’s livelihood.China’s sugar market is a perfect competition market,the homogenization of sugar products in the market is serious.The competition of sugar companies is actually cost competition,price competition is still an important means of competition.Under the new situation,some non-traditional factors have emerged that impact sugar production and price,and capital has gradually joined the sugar market for speculation.If the sugar enterprise wants to win in the fierce market competition,it must seize the opportunity,meet the challenge,develop and implement the marketing strategy suitable for the enterprise,enhance the market competitiveness.Taking BQ company as the research object,this paper firstly introduces the basic situation of sugar industry market and analyzes the marketing situation of international and domestic sugar markets.Among them,the global sugar production and consumption are described through data,various factors affecting sugar price are specifically analyzed,and domestic sugar import situation is studied.This paper analyzes the marketing status and existing problems of BQ company,and expounds the marketing means and other specific problems.Through the PEST environment analysis of sugar marketing of BQ company,as well as the analysis of the competitive situation of the enterprise,the final marketing strategy for the company.By applying STP theory,a feasible marketing strategy combination based on 4Ps marketing strategy theory,current sugar market competition and the company’s own situation is proposed.Finally,on the basis of the enterprise has developed marketing strategy,through the marketing team building,the establishment of strategic coordination mechanism and human resource management and other aspects of the establishment of BQ company marketing strategy safeguards.