The Research On The Marketing Strategy Of Guangdong Strong Group Co., Ltd.

As the domestic economy has entered the new normal in recent years,along with the development of big data and Internet technology,the influx of imported food and beverage and the upgrading of consumption,the food and beverage industry in the fast moving consumer goods industry has also undergone profound changes.Therefore,under the new market environment,how to better determine marketing strategies and effectively carry out marketing activities for food and beverage enterprises has become an important factor for building brands,gaining customer recognition,determining loyalty and gaining competitive advantage.In this paper,the company has conducted macro environment,industry status,competitors and other external environment analysis;The internal environment is analyzed and SWOT analysis is adopted to analyze the current competitive advantages,disadvantages,potential threats and future opportunities.And then combining the current actual development status and product features,to further subdivided market,at the same time using the STP strategy for the company's target market for accurate positioning,pleased lang jelly as jelly category development,good time of seaweed as healthy green leisure food,superiorly happy beauty of low-fat milk tea as cold weather hot drink milk tea.Combined with the 4Ps marketing mix theory,it is proposed that the company should identify the consumer groups such as children and teenagers as the key target market.Products to the middle and high-end direction,quality and packaging attention;The pricing method of high-end and competitive pricing according to brand positioning and competitive products;Establish diversified marketing channels and adopt the new mode of co-construction of traditional offline physical channels and emerging e-commerce platforms;And promotion needs more new media and Internet tools to maintain communication and effective promotion with the new generation of consumer brands.At last,this paper proposes corresponding supporting measures from five aspects of marketing strategy implementation control,such as organization,human resources,motivation,information technology and cultural construction.This paper finally formulates a more specific marketing strategy of Xizhilong Group in the next 2-4 years.Through the analysis of this study,it will be beneficial to the continued development and healthy operation of Xizhilong Group,and to a certainextent,it can be used for reference for other similar food and beverage enterprises and even fast consumer goods enterprises in China in the adjustment and determination of marketing.