Study On Marketing Strategy Of Yunnan KR Flavor And Fragrance Company

The industry of essence and fragrance occupies a very important position in China’s national economy,and is also one of the indispensable pillar industries.This industry is closely related to our daily life,and it is also an indispensable important raw material for tobacco and alcohol industry,food industry,daily chemical industry and other industries.China’s social economy is developing by leaps and bounds,and people’s living standard and daily consumption and enjoyment demand are also on the rise,effectively promoting the development of food,chemical,tobacco and other industries,so that the flavor and fragrance industry will also develop accordingly.Due to the huge development potential and market space of Chinese spice market,foreign spice giants come to Invest and set up factories in China.With long-term technical experience,advanced production technology,rich market development experience and strong financial strength,they have occupied most of the high-end market share of flavor and fragrance in China,leading to squeezed production space and threatened business environment of flavor and fragrance enterprises in China.This paper selects Yunnan KR Flavor and Fragrance Company as the research object,analyzes the industry environment and competitive environment of Porter Company closely around THE PEST model,uses SWOT matrix to analyze the internal operating environment of the company,and proposes a centralized strategy suitable for the development of Yunnan KR Flavor and Fragrance Company.Through questionnaire investigation and interview method,understand the existing customers of Yunnan KR Flavor and Fragrance Company products,price,channel and promotion satisfaction situation,points out the enterprise marketing,there are many problems in the process of such as single product structure,variety is not complete,such problems as lack of innovation,pricing lack of flexibility,marketing channel structure,promotion of the single and fixed,not in place,etc.After market segmentation and target market selection,the market positioning will be clear,and the 4Ps marketing mix strategy will be integrated to put forward suggestions for optimizing the current marketing strategy of the company,including improving product technology,developing new business market,enriching product series,and optimizing product structure to meet the customized needs of customers.Design flexible and controllable pricing strategy,implement differentiated pricing,formulate diversified distribution strategy and implement multi-channel marketing;Design flexible promotion strategies and so on.Through the analysis of theory and practice,the marketing strategy of enterprises under the background of economic globalization and China’s new economic normal can help enterprises understand the current situation and choice of product fields or markets,better grasp the opportunities provided by the external environment,enhance the adaptability of enterprise operation activities,and become the core of enterprise competitiveness.A series of studies made in this paper are of great value to the formulation and implementation of marketing strategies for similar enterprises in the flavor and fragrance industry.