Research On The Marketing Strategy Optimization Of Monk Fruit Extract Products Of L Company

Plant extraction has a long history in China,and the progress of modern science and technology has made the plant extraction industry gradually develop towards industrialization.In the 1970 s,some Chinese medicine factories began to use mechanical equipment to extract plant components,but only as a part of production,without forming an independent industry.With the continuous upgrading of people’s life concept and consumption demand,in the 1980 s,the voice of "advocating nature and returning to nature" became higher and higher.Plant extraction industry as an emerging industry rose first in Europe and America.China’s plant extraction industry started in the 1990 s.With more advanced plant extraction technologies such as enzymatic extraction,ultrasonic extraction,supercritical extraction,membrane separation technology and microwave extraction being adopted,plant extraction efficiency has been greatly improved.China’s plant extract industry has entered a golden period of development.It has become an important link in the big health industry chain and its market scale is expanding continuously.Monk fruit is one of China’s first medicinal materials for both food and medicine use and national geographical indication agricultural products.It has a long history of cultivation,rich cultural connotation,original ecological origin characteristics.It is given the reputation of Oriental magic fruit.Its extract product monk fruit sweetener has been certified by mainstream countries’ food and drug administration for its safety as a natural sweetener.Because of its high sweetness and low calorie,it is widely used as a sweetener.It is also often used as an ideal substitute sugar food for obese people and diabetics.It has a very broad application market.This article takes L company as the research object,aiming to explore how L company can use its advantages and characteristics in the plant extraction industry to formulate effective marketing strategies for Luo Han Guo extraction products,adapt to the rapid changes and fierce competition in the domestic plant extraction market,and obtain competitive advantages and sustainable development.Firstly,through literature research,a large number of domestic and foreign literatures were consulted to analyze and summarize the research progress of marketing strategies and related theoretical models in recent years and the development trend of plant extraction sub-markets,laying a theoretical foundation for this study and providing some data basis.Then,the current operation and production situation of L company is analyzed in detail,and the PEST model is used to conduct a detailed analysis of the macro market environment in which the enterprise is located.The SWOT model is used to analyze the actual market situation and resources that can be used by enterprises.By observing the market situation from multiple different angles and analyzing the specific performance of the existing marketing strategies of the enterprise,it is concluded that there are four marketing problems at this stage: the product strategy is not suitable for the long-term development needs of the enterprise,the pricing strategy is not conducive to opening up the market for products,the marketing channels are relatively single,and the promotion strategy is not adapted to the Internet era.Finally,based on the analyzed problems,this article uses STP market segmentation theory and 4P marketing mix strategy model to propose an optimization plan for marketing strategies,including expanding terminal products to break through application fields,advancing technical research routes downstream,implementing product standardization strategies,promoting products with tourism characteristic labels and other product strategies;adhering to and enhancing brand price image,implementing penetration pricing for terminal products;optimizing online sales channels,using policy platforms for promotion,establishing a complete offline physical store marketing system,stabilizing raw material supply channels to maintain output and profit;fully utilizing various exhibitions and fairs for product promotion,conducting customized promotion according to customer characteristics,strengthening cultural promotion and promotion.At the same time,in order to ensure that the optimization strategy can be smoothly and effectively implemented,this article proposes corresponding guarantee measures from aspects such as organization and talent team building and corporate culture.It is hoped that this study can help L company improve its market competitiveness and expand its domestic market share while providing theoretical reference for L company’s future sustainable development.