Research On Marketing Strategy Of Sy Salt Industry Company Under The Background Of Salt Industry System Reform

Since its inception in 2001,China's salt industry system reform has entered the fourth stage,and the reform and the effect of reform on the market-oriented operation of traditional salt companies have gradually emerged.Among them,the "Sales Industry System Reform Plan" issued by the State Council in May 2016 has opened up a new era of market-oriented operation of the salt industry.Affected by this,each salt industry company should break the shackles of the previous government and enterprise as soon as possible from the system,and on the other hand,it should deal with the market competition under the background of the salt industry reform.SY Salt Industry Co.,Ltd.is a wholly-owned subsidiary of Guangdong Salt Industry Group Co.,Ltd.,which was mainly responsible for the sales and distribution of salt products in A City.It is the largest in the salt market of A City.Obviously,with the advancement of reforms,such a monopoly situation will be completely broken.Therefore,SY Salt Company must timely design and implement targeted marketing strategies to maintain and even further enhance its market share and promote the company's sustainable development.It is in this context that the paper attempts to explore the marketing strategy of SY Salt Company.The paper analyzes the macro environment of SY Salt Company's marketing by PEST analysis,and analyzes the market environment of SY Salt Company's marketing by using Porter's five-force model.It depicts the company from four aspects: product,price,channel and promotion.The status quo of marketing.The study found that SY salt company marketing in the market transformation stage mainly has the following problems: the product category is relatively single,the product innovation is not enough;the pricing method is not reasonable enough,the difference between products is not seen from the price;the marketing channel is relatively simple The coverage is not wide enough;the design of the promotion is not reasonable,resulting in insufficient brand marketing.After further analysis,the main reasons for the problem were that the company's organizational structure was not reasonable enough,the management system was not sound enough,lack of corporate culture support,and lack of professional marketing talents.For this purpose,the paper believes that the marketing strategy of SY Salt Company should be optimized.For SY Salt Company,the first priority is to maintain the existing market share and consolidate the leading position of SY Salt Company in the salt market of A City.On this basis,the market will be further expanded and gradually developed towards the surrounding cities.In the process of laying out national sales channels,SY Salt Company should clearly define its own market positioning and form a brand image in the hearts of consumers.SY Salt Company should be mainly positioned in nutrient salt and seasoning salt series,animal salt system and breeding.And the salt on the bath.Using 4P marketing theory,the specific marketing strategies of SY Salt Company are proposed from four aspects: product,price,channel and promotion.First,in terms of product strategy,we must actively develop new products to bring new benefits to consumers,implement new packaging to adapt to new changes in consumer demand,and at the same time actively apply for green certification to enhance product competitiveness.Second,in terms of price strategy,SY Salt Company should establish a product dynamic price analysis system,improve the price information system,pay attention to the cost perception of consumers in the pricing process,and consider consumer price sensitivity when seeking price adjustment.Industry coordination research explores new mechanisms for price coordination.Third,in terms of channel strategy,SY Salt Company should establish its own chain operation structure,and pay attention to the development of pharmacies,daily chemical stores,retail stores,and online orders.Fourth,in terms of promotion strategy,SY Salt Company should carefully plan and use the media to promote the product brand,and pay attention to the overall arrangement and organization of the product function promotion activities.In order to ensure the smooth implementation of the marketing strategy of SY Salt Company,The Company should provide corresponding guarantees from the four aspects of organizational structure,management system,corporate culture and professional talents to support the implementation of its marketing strategy.