Research On Marketing Strategy Of W Company's Chinese Herbal Feed Additives

In recent years,with the continuous development of feed industry,feed additive industry also developed rapidly.W Company is a professional enterprise that produces Chinese herbal medicine feed additives.The company currently has two types and ten kinds of Chinese herbal medicine feed additive products.However,due to the increasingly fierce competition in the feed additive market,the overall sales profit level of the industry has been declining,resulting in the annual sales volume of W company falling from 108.32 tons in 2015 to 93.26 tons in 2017,decreasing 6.86% comparing to last year.Therefore,how to develop a scientific and effective marketing strategy,and how to enhance the company's market competitiveness has become an urgent problem for W company.This paper analyzes the marketing strategy of the Chinese herbal medicine feed additive of W company which are demonstrated in three parts.In the first part,SWOT method is firstly used to analyze advantages and disadvantages of W company,and the difficulties that need to be overcome in enterprise development.Secondly,the opportunities and threats of W company's external environment are analyzed,and the market environment and government policy support of Chinese herbal medicine feed additives are studied.Thirdly,a marketing strategy of Chinese herbal medicine feed additives is proposed.In the second part,STP analysis is used by selecting three variables including animal species,breeding scale and geographical area as the market segmentation criteria for market segmentation analysis.Then combining target customer analysis is used to select target market and determine target market position in order to formulate a practical marketing strategy.In final part,put forward the implementation of safeguards to ensure that W company successfully carry out marketing activities.Through research,W company can adopt the following four marketing strategies when marketing Chinese herbal medicine feed additives.(1)Product marketing strategy,including expand product groups and width and length,independently or jointly develop new products,new product launch unconditional trial,etc;(2)Pricing marketing strategies,including ultra-high pricing,seasonal discount pricing strategies,etc;(3)Channel marketing strategies,including direct marketing and indirect marketing;(4)Promotional marketing strategies,including advertising promotion,discount vouchers,product donations,etc.The main conclusions and research results presented in this paper have certain reference value for promoting the marketing of Chinese herbal medicine feed additive enterprises,but there are many limitations.With the change of the market,when the current marketing strategy can not meet the needs of enterprise development,it is inevitable to formulate and form a new marketing strategy.Therefore,it should be continuously researched and adjusted for marketing strategy of Chinese herbal medicine feed additives.