SS Company's Hairy Crab Marketing Strategy Optimization Research

This paper studies and optimizes the marketing strategy of SS company hairy crab,which not only helps to improve the marketing performance and core competitiveness of SS company,but also helps to transform and innovate the business model of SS company,and helps to expand the research field of marketing theory of agricultural and sideline products.In this paper,SS company hairy crab as the research object,through literature analysis and theoretical research,established STP marketing theory,customer perceived value theory and value co creation theory as the main theory of this paper.First of all,I use PEST analysis,combined with consumer demand analysis,competitor analysis and internal environment analysis,and combined with SWOT analysis,I think SS company needs to use the advantages of environment,policy,technology,cost to identify the market segments,with the marketing innovation as the guarantee and the market as the promotion,so that SS company can smoothly promote the hairy crab marketing.This paper analyzes the current situation of SS company's hairy crab marketing,and finds that there are some problems such as small sales scale,low market share,low operation efficiency of distribution channel and low profit margin of product sales.The main reasons for these marketing problems are vague target market positioning,lack of core competitiveness,insufficient promotion of "independent brand" and low added value of products.In view of these marketing problems of SS company,based on the target market positioning,this paper puts forward the marketing concept of taste life,medium and high-end market positioning,product quality priority,sales channel diversification and customer first service,and optimizes the existing marketing system,and constructs the optimization scheme of SS company's hairy crab marketing strategy.On this basis,this paper puts forward the implementation measures and guarantee measures of SS company's hairy crab marketing strategy optimization scheme,and forecasts and analyzes the implementation effect of the marketing strategy optimization scheme,so as to verify the scientificity and rationality of the optimization scheme of SS company's hairy crab marketing strategy.Through the research of this paper,SS company hairy crab marketing system will be more perfect,comprehensively enhance the core competitiveness of SS company hairy crab,help Ss company to transform and upgrade its marketing,successfully achieve the business objectives of SS company,and ultimately promote the sustainable development of SS company.