Research On Marketing Strategy Of Zhanxiang Green Agricultural Company Navel Orange Products

Hunan Province is a major agricultural province,where the navel orange business is one of the most important agricultural industry.Zhanxiang Green Agricultural Company is one of the leading agricultural enterprises in Hunan Province.The company focuses at the navel orange production and trading,integrating with the fruits growing and wood plantation,animal husbandry,agricultural technological research and green education.Due to being a newly established company,Zhanxiang Green Agriculture Company still has a great potential to grow and to learn,especially to enhance the marketing of the green navel orange product which has just started.Besides,the marketing team,marketing concept,marketing planning and marketing effect are relatively weak.In order to let more stakeholders share the ecological quality and health of the navel orange,at the same time,to truly strengthen the market competitiveness of Zhanxiang navel orange,and to be in line with the international market,this paper is going to deeply analyse the marketing status,problems and marketing environment of navel orange products of Zhanxiang Green Agriculture Compan.I will use the STP theory to subdivide the company’s current market,selecting the possible target markets and finding out his position in these markets.Finally I would design the 4P marketing strategy for navel orange products,and put forward the safeguard measures for implementing relevant marketing strategy.Firstly,this paper introduces the research background,research significance,research ideas and methods,research status at home and abroad,and elaborates the relevant theories of marketing: 4P theory,STP theory,Porter’s Five Forces Model,etc.Secondly,a survey is conducted to analyse the marketing environment,marketing status and existing problems of navel orange products of Zhanxiang Green Agricultural Company.Currently,the company mainly produces green and healthy navel orange products,but the company has not yet formed a clear marketing concept for his navel orange products.Consequently,it lags behind in brand publicity and has low brand awareness.Furthermore,the selling price is low while the cost is comparatively high;the sales channels are constricted and not yet been open;the marketing team is immature.Facing the rapid increase of the navel orange production,the current mono sales channel cannot meet the changing needs.Therefore,the company should pay more attention to the brand building of navel orange products,improve the image of Zhanxiang navel orange products in the minds of the consumers,achieve strategic cooperation between regional agents and cross-border e-commerce,and broaden the available channels and find new ones.Finally,this paper will analyse the company navel orange products STP positioning,formulate 4P marketing strategy for the company,and put forward the implementation of marketing strategy.For the time being,the company’s target markets are mainly in Hong Kong,Macau and the first-line and super-first-line cities of Inland China.Its target customers are mainly middle-and-high-income consumers who are willing to pursue healthy lifestyle and have a high orange consumption.The company’s navel orange products are positioned to focus on restoring the most authentic taste of oranges and,emphasizing the characteristics of "healthy and delicious".Through analysis and formulation of 4P marketing strategy suitable for the company,the company should adhere to the production of green,healthy high-quality navel orange,pay attention to the green packaging of product,and innovate new varieties.Fat skimming pricing method should be used to compensate for high production cost and development cost.Meanwhile,it has to create the brand image and improve brand value.New channels should be opened at the same time in Hong Kong,Macau and domestic first-line and super-first-line cities.Through cooperation with distributors and fresh e-commerce,online sales should be carried out simultaneously and sales channels should be broadened.The company should promote its navel orange products through encouraging sales personnel to deepen their incentive,advertising promotion,business promotion,public relations,network marketing and all other available means.This paper discusses the marketing concept and strategy of navel orange products of Zhanxiang Green Agriculture Company from various angles,which provides a new perspective for the company’s marketing of green navel orange products,and has great practical significance for the sustainable development of Zhanxiang Green Agriculture Company.