| The improvement of marketing strategy can make enterprises carry out marketing work according to scientific methods and improve the comprehensive competitiveness of the company.The purpose of this paper is to improve the new domestic marketing strategy for Lihua Starch Co.,Ltd.through investigation and research,so that the company can continuously enhance its competitiveness.STP analysis and SWOT analysis are used to analyze the company’s current business situation and domestic market environment.Combined with the classic 4Ps marketing basic theory,the domestic marketing strategy and implementation guarantee suitable for the company’s situation are proposed,so that the company can achieve sustainable development.First of all,it focuses on the concept of marketing,reviews the development of 4Ps marketing mix theory,outlines the direction of its development,and expounds the theoretical basis and implementation methods of STP.Secondly,analyze the company’s operation ability and marketing status,refine the problems and causes of the company’s marketing,and analyze the company’s marketing environment.The focus is to summarize the current marketing situation of the company,and use PEST model to summarize the development environment of the company,and analyze the positioning of the company in the starch industry through data statistics in recent years.Thirdly,on the basis of market segmentation,market selection and marketing SWOT analysis,the improvement measures for the company to formulate a more systematic marketing strategy.According to the characteristics of industry development and the development of starch industry in recent years,the domestic market is subdivided,and the differentiation strategy guidance is put forward.And use SWOT analysis to further summarize the guidance and suggestions of the company’s development strategy.Finally,the marketing strategy of the company is systematically improved from the perspective of 4Ps theory.Finally,from the aspects of organization,human resources,finance,technology and public relations,it puts forward safeguard measures to ensure the smooth implementation of the company’s domestic marketing improvement strategy. |
