Research On Marketing Strategy Of M Company In Beijing

For thousands of years,China’s agricultural production has influenced China’s historical process,and even the development of world civilization.The Chinese nation nurtures the largest number of people on the planet.It is a prerequisite for the prosperity and stability of a nation to properly implement the problem of food for a large number of people.In many meetings of the Party and the state,it was emphasized that the Chinese people’s jobs should be firmly held in their own hands.This reflects the national level of high concern for agricultural production and food,but also stressed the importance of China’s agricultural products for the national economy and people’s livelihood.At present,as far as the domestic operation of Wuchang rice from Northeast China is concerned,in addition to the good marketing foundation and brand appeal of the old traditional enterprises such as COFCO and Jinlongyu,which occupy a place in the operation market of brand rice,more private enterprises are still in the situation of price competition.On supermarket shelves in Beijing alone,there are dozens of kinds of Wuchang rice supplied by different grain enterprises,and the price per kilogram varies from several yuan to tens of yuan.It can be said that there are mixed fishes and dragons and good and bad.This kind of awkward market situation,which is hard to distinguish between true and false and has a significant price gap,on the one hand leads to the emergence of bad currency driving out good currency;on the other hand,it also affects consumers’ trust in Wuchang rice sales and maintains a wait-and-see attitude towards it.M company is a Beijing Wuchang Rice Private Enterprise.In the process of operation,it is also faced with the market feedback that the origin of rice is hard to distinguish between true and false.Moreover,the marketing strategy of the enterprise is more traditional and single.There is an urgent need for a more rational design of the product price,marketing channels and sales incentives of the enterprise in order to deal with consumers.Different product requirements and competition from other businesses in the industry.This paper takes M company’s marketing strategy in Beijing as the main research direction.First of all,combined with the market survey,this paper analyzes the specific problems of the products,prices and channel strategies of M company in Beijing marketing.Secondly,by using the methods of literature research and investigation research,this paper analyzes the macro environment of Wuchang rice business in Beijing where M company is located,and further analyzes the industry competition and buyers of rice in Beijing.Combined with the SWOT analysis method,the advantages and disadvantages of M company,the opportunities and threats faced by M company are analyzed in detail.Finally,based on the above analysis and 4P marketing mix theory,the core products of M company for the mass market are determined to be rice flower fragrance and long grain fragrance rice ordinary packaging,and the differentiated market positioning is carried out,and the marketing strategy suggestions of product,price,channel and promotion are put forward for the targeted market.This study will provide reference for M company to explore Beijing market more scientifically and reasonably,and provide reference value for groups or individuals who are about to enter the middle and high-end rice marketing industry.