Research On Optimization Of Marketing Strategy Of Dairy Products In Jinchang Jujia Ecological Agriculture Co.,Ltd

With the progress and rapid development of China's social economy,people's material living standards are improving and improving day by day,and the consumption concept has changed dramatically.Dairy products,as an important gift for a few people in the past,have gradually changed into the essential nutrition in the daily life of the public family,and the demand has gradually increased.With the continuous expansion of the dairy consumer market,China's dairy processing industry has been rapid and healthy development,dairy processing enterprises will also usher in a good opportunity to grow.However,in the process of actual operation and development,the dairy processing industry is still facing many crises and severe tests:serious homogenization of dairy products in the market,insufficient trust of consumers in the brand and quality of dairy products,multiple contradictions between the cost price sales of dairy products,strong involvement of foreign well-known dairy brands in the Chinese market,etc.In order to help enterprises effectively cope with the fierce market competition,dairy processing enterprises have focused on dairy product marketing,put the focus of all work on how to do a good job in marketing,and tried to help dairy processing enterprises to solve the crisis and test they are facing and improve their ability to cope with the market competition through the play of marketing functions.Jinchang Jujia Ecological Agriculture Co.,Ltd.is a regional dairy enterprise located in Jinchang City,Gansu Province.Under the background of a promising dairy market,limited by the lack of its own marketing strategy,the company's development is not sullen,the sales growth is slow,the share in the regional market is not high,the production capacity is not saturated,and even the original market is gradually being new competitors The dilemma of cannibalism.Based on the difficulties faced by Jinchang Jujia Ecological Agriculture Co.,Ltd.in the marketing work,this paper uses the basic marketing theories and scientificanalysis methods which are widely used at present,For example,STP theory,4P theory,4C theory,new 4C theory,product life cycle theory,pest environmental analysis method,SWOT situation analysis method,diamond map positioning method,etc.,describe the current situation of dairy products marketing of Jinchang Jujia Ecological Agriculture Co.,Ltd.,discuss the problems existing in the company and the causes of the problems,and discuss the market environment affecting the implementation of the company's marketing strategy Environment and relevant factors are analyzed,so that the company can recognize its advantages and disadvantages,find out the positioning of the target consumers and the market,and take the change of the target consumers and the market demand as the guide,In order to overcome the challenges and difficulties faced by the company and achieve better and faster development and growth,the company will formulate and launch its marketing mix strategy which is in line with the actual situation in dairy products,prices,channels,promotions and other aspects and can be innovative.At the same time,it provides a reference example of marketing strategy optimization for small and medium-sized regional dairy enterprises similar to Jinchang Jujia Ecological Agriculture Co.,Ltd.