Research On Marketing Strategy Of Yiqing Chicken Claw Food Co.Ltd

Entering the 21 st century,with the development of national economy and the increase of national income,the demand for leisure food consumption is higher and higher.Yiqing food Co.,Ltd.was founded in the 1980 s.It is an enterprise integrating R & D,production and chain management.The main business is high-quality south Fujian leisure marinated products.However,yiqing chicken claw food Co.,Ltd.has a single marketing method,slow sales growth rate and other issues,How to face the fierce competition of the casual food market and establish a scientific and efficient marketing strategy is an urgent problem for the company.This paper first analyzes the external macro environment of Yiqing food co.,LTD by using PEST analysis.It shows that the current external political,economic,technological,social and cultural environment is conducive to the growth and expansion of the enterprise.Through SWOT analysis analysis of the internal environment of the company,it shows that the rise of e-commerce sales mode will replace the chain retail mode,and e-commerce talents are increasingly important.The application of five forces model analysis method to analyze the industrial competitive environment of yiqing food co.,LTD.,It shows that the company ignores brand promotion and shaping,the national market share is low,the brand value is low,and the national market expansion is difficult.According to the actual marketing situation of Yiqing food co.,LTD.,implement the marketing strategy improvement,establish the marketing goal and product marketing improvement combination,and lay the foundation for the enterprise to build the marketing strategy combination.First,the enterprise must put the customer's demand first,take the customer's demand as the center,design the product,the product combination and the price;Secondly,it pays attention to the impact of price on customer consumption,takes into account the production capacity and cost of production and the cost that customers are willing to pay,and designs the price with market competitiveness.Once again,establish online and offline multi-channel sales mode and guarantee service quality,so that customers can get satisfactory consumption experience;Again,communicate with customers through new media,advertising and promotion activities to promote product sales and improve marketing effect.Finally,the paper analyzes some safeguard measures of marketing strategy implementation of Yuqing Chicken Claw Food Co.Ltd..This paper uses the theoretical knowledge to analysis of the marketing environment,the existing problems,marketing strategy improvement and implementation measures of Yiqing food Co.,Ltd,in order to provide management inspiration and offer practical reference for other enterprises in Yiqing Food Co.Ltd.and leisure food industry to formulate marketing strategies.