Study On Marketing Strategy Of Yayun Company’s Silk Products

Silk is one of the typical representatives of Chinese history and culture,and it is also an important medium for Chinese civilization to spread its unique culture to the outside world.Since the Western Han Dynasty,silk has continued to be shipped in large quantities from China,and it has also brought Chinese ancient culture.This trade road linking East and West is the famous "Silk Road",and its emergence has enabled China and the West to conduct large-scale commodity transactions and cultural exchanges.Silk products have always been high-end products,they are one of China’s major export commodities,and they occupy an important position in the international silk market.Since the reform and opening up,China’s economy has maintained a rapid development trend.The people’s income is getting higher and higher,and the consumption level has also increased.This has also continuously expanded the domestic silk consumer market.Domestic silk enterprises have also shifted from silk export trade to domestic and foreign consumer markets.The object of this article is the silk products of Yayun Group.First,by collecting and reading a large amount of literature related to the silk industry,marketing mix strategies,and brand marketing,and summarizing them,and the current domestic silk enterprises are facing fiercely competitive environment.Secondly,based on the development of the Yayun Group and the current status of marketing of the Yayun Group’s silk products,after in-depth analysis,it was found that there are several problems with the Yayun Group’s silk products,such as lack of innovation in marketing methods,lack of product characteristics,and lack of brand image differentiation and other issues.Thirdly,through the use of PEST analysis,the political,economic,social,and technical macro-environment of Yayun Group was analyzed,and then the Porter Five Force Model and SWOT analysis were used to analyze the micro-environment,including its facing current competitors,potential competitors,and their own advantages and disadvantages.After understanding the macro and micro environments of Yayun Group,combined with the STP theory,market segmentation,target market selection and market positioning were carried out.The market that was most suitable for Yayun Group’s silk product marketing was selected,and the marketing mix theory was applied(4P).The article formulated product marketing strategies,price marketing strategies,channel marketing strategies,and promotional strategies for Yayun Group.Finally,this article also formulated some measures to provide guarantee for the smooth implementation of the previously proposed marketing strategies,which were organizational guarantee,information guarantee,and corporate culture guarantee.After a series of research and analysis,the author believes that Yayun Group should take advantage of its own entire industrial chain and strong research and innovation capabilities,continuously create products that consumers like,increase brand image construction,and establish a supporting system that matches corporate marketing strategies to help Yayun Group improve its own problems,increase brand influence,and promote the healthy and rapid development of enterprises.