Research On Marketing Strategy Optimization Of HDJH Rice

The social environment makes the degree of market competition continuously increase,so the enterprise's management and marketing strategy need to make adaptive adjustment according to the current market competition environment.In recent years,China's economy has entered a new normal.In this situation of economic globalization and changeable market environment,enterprises need to carry out synchronous transformation and upgrading along with the market environment and formulate corresponding marketing strategies if they want to seek more long-term and stable development in the fierce competitive environment.The correct marketing strategy is helpful for enterprises to further expand their own competitive advantage.This article makes an in-depth study and discussion on the marketing strategy of HDJH rice.Firstly,literature analysis was adopted.Consult literature on brand marketing,rice marketing,etc.,understand the relevant theories of marketing and customer satisfaction,and summarize the research contents of the literature,so as to better find the analysis ideas of marketing strategy optimization research.Then use the questionnaire survey method to understand consumers' preferences and expectations for various aspects of rice through the rice market survey questionnaire.Based on the collected data of the rice questionnaire,the data are sorted and researched to explore the problems.Finally,the corresponding marketing strategy optimization measures are proposed.After research,this paper finds that following problems exist in the HDJH rice and need to be improved.First,the taste of HDJH rice can not meet the requirementsof all customers.Consumers' preferences are different.Some consumers like to steam rice with rice,and some consumers prefer to use rice for porridge.When customers use HDJH rice in different ways,they have different requirements for taste.Customers have various requirements on taste.Secondly,the product portfolio of HDJH Rice is single.There are only two product combinations of HDJH rice,one is organic rice,and the other is ordinary green rice.Consumers can only taste one product at the time of purchase,which reduces consumer satisfaction with the product portfolio.Third,there are few types of rice packaging specifications in the HDJH.Customers have different purchase needs and often require rice with multiple packaging specifications.The only two specifications of HDJH rice cannot meet the needs of many consumers.Fourth,the sales channels of HDJH rice are limited.The current sales channels of HDJH rice are WeChat and local self-operated outlets.The only two sales channels have caused inconvenience to customers.Fifth,consumers are very unfamiliar with the HDJH brand,and obviously they are not doing enough publicity.Sixth,HDJH rice is produced in the cold black soil of Heilongjiang Province.The planting process is strict and the cost of cultivation is high,which makes the price higher than the average rice on the market.The higher price causes consumers to reduce their willingness to buy,which makes sales unsatisfactory.In this regard,the following solutions are proposed:1.Instruct farmers to cultivate multiple rice varieties.According to customers 'requirements for rice texture,guide farmers to cultivate a variety of rice varieties to meet consumers' taste requirements.2.Create multiple product portfolios.On the original product mix,a variety of different product combinations were added to allow customers to taste different types of rice.3.Add a variety of product specifications and packaging.Allow customers to purchase rice in different specifications according to their needs.4.Increase sales channels.Settle in physical stores such as supermarkets,grain and oil stores in various places to sell,and improve online sales channels,so that more customers can taste the HDJH rice.5.Increase publicity.Adopting various methods to promote the HDJH rice brand,so that more consumers can understand the HDJH brand.6.Increase the promotionalactivities.Adopt a variety of promotional activities to reduce prices in disguise and increase customer willingness to buy.