Study On Xiaojin Matsutake Marketing Strategy Of AS Company

In recent years,domestic matsutake consumption has risen,and the overall development of the matsutake industry is rapid,but the economic development of Xiaojin Matsutake is far less than that of other matsutake producing areas such as Yunnan.Among many Xiaojin Matsutake enterprises,AS company is a typical one.AS company have been supplying to middlemen in the past,but now they are facing difficulties in operating growth and increasing operating risks.In order to break through the dilemma of operation,AS decided to enter the Xiaojin consumer market,which is developing rapidly.Faced with a new market,past experience could not be applied to the new market at all,and AS Company fell into a situation where it did not know how to sell goods.The purpose of this article is to analyze the internal and external environment of the AS company,from the marketing strategy and tactics,to explore a marketing path suitable for Xiaojin Matsutake market,to help the AS company actually formulate marketing plans and plans for new markets.The research methods of the thesis include: literature survey,field survey,and theory-practice method.Taking AS company Xiaojin's marketing strategy of Matsutake market as research content,the full text consists of six chapters.This chapter is the introduction,introduces the research background and significance,and explains the research methods and ideas.The second chapter introduces the theoretical basis of the main content of the thesis.The third to fifth chapters are the core content of this article.Based on the analysis of the external and internal environment of the AS company,the market positioning is made,and the marketing mix strategy is further proposed.The sixth chapter is the conclusion,which summarizes the research of the full text.By analyzing the macro environment,industrial environment,resource capabilities,and surveys of potential buyers,the paper believes that the positioning of AS company Xiaojin Matsutake market is to provide trusty products and considerate services to create an unforgettable matsutake eating experience.After clear market positioning,the paper analyzes products,channels,prices,and promotions one by one,and proposes to improve the deterministic experience of products and create instant consumer products.Channels must promote online and offline integration,and price changes must be stable.the structure of the prices must be reasonable,and the promotion strategy must take into broadcastion and relaytion.