Research On Marketing Strategy Of Soy Sauce Series Products Of Haitian Co.,LTD

After more than forty years of rapid economic development in China,the living standards of residents have greatly improved,and economic development has also entered a new stage.It has begun to shift from the pursuit of quantity in the past to demanding high-quality economic development.Against this background,catering consumption has also begun to gradually shift from the pursuit of "satisfaction" in the early years to the high requirements of "eating well".Therefore,if the condiment manufacturers can accurately capture and meet the emerging new demand in the consumer market,it will not only help to further expand their market share in the future,greatly increase their profitability,but also help to deeply explore the great consumption potential of our residents.This thesis takes Haitian Co.,Ltd.,a large company in the condiment market in China,as the research object.On the premise of literature analysis and theoretical basis,it first briefly introduces the basic situation of Haitian Co.,Ltd.,and then describes the company's current marketing status of soy sauce series products,and analyzed the problems and reasons in the marketing process.Secondly,a PEST analysis was conducted on the company's external environment,including the possibility of Haitian Co.,Ltd.expanding the soy sauce product market,and the competitive environment of the company's industry.The SWOT analysis based on the company's internal resources was further discussed,and the various options and respective strategic characteristics of the company's marketing strategy were discussed.The conclusion that the company should choose the SO combination model was clarified.According to the research,under the background of fierce competition in the whole condiment industry,Haitian Co.,Ltd.should further enrich the company's soy sauce product series in the future and establish a brand image that closely meets consumer demand.Thirdly,on the basis of the above analysis,the company's soy sauce products market segmentation,target customers and marketing models were discussed in depth.By grasping the consumer market trends and consumer group changes,timely understand consumer market trends,innovate technology and update products in a timely manner,and innovate publicity methods.In this way,the company can meeting the diverse changes in consumers' actual needs while further expand its share in the condiment market.Although the company still leads the industry in terms of channel scale,it still needs to strengthen in three aspects: product research and development,channel maintenance and promotion.At the same time,the company should formulate a reasonable implementation plan and guarantee measures to ensure the effectiveness of the marketing of soy sauce products.Through the research on the marketing strategy of Haitian Co.,Ltd.'s soy sauce products,this paper hopes to provide some ideas for companies in the condiment industry to use their advantages to increase market share,expand product market share and improve company profitability.