Research On Optimization Of Marketing Strategy Of FMKJ’s Physical Fresh-Keeping Materials

China is the world’s largest producer of vegetables and fruit,but the proportion of fruit and vegetables etc.that are physically preserved for storage is relatively small,and most products are processed using chemical preservation.The general lack of preservation facilities has resulted in loss rates of up to 20-25% for fruit and nearly 30% for vegetables,with statistics showing that the annual loss of fruit and vegetables has exceeded hundreds of millions of tonnes.As a result,the physical preservation market in the fresh produce industry is facing huge development opportunities.The fresh produce materials industry,which achieves a lower loss rate for fresh produce companies through material innovation,is receiving more and more attention.Ltd.(hereinafter referred to as "FMKJ"),a high-tech enterprise cultivated by Shanghai,is committed to the development of physical preservation materials,with the mission of "technology to empower fresh food enterprises".The technology and products of FMKJ enable the freshness of fresh products to be kept fresh for a much longer period of time,and at the same time,through the technology of completely physical preservation,the freshness of fresh products can be freed from the difficulties of chemical preservation,effectively guaranteeing food safety and quality.However,due to the rapid establishment of domestic and foreign related companies joining the freshness preservation material industry,FMKJ is facing a lot of competitive marketing pressure,so the optimization of marketing strategy needs to be addressed.Based on the marketing STP theory,4P theory and 4R theory,this paper investigates the current situation of the company’s marketing strategy by using the interview method and questionnaire survey method,and the current problems.The main marketing strategy problems include: product design and packaging fail to meet market demand,pricing strategy is high and affects market share,channel structure and management need to be optimized,and promotion strategy is not effective.On the basis of the problems,this paper analyses the marketing environment of FMKJ Company,including macro environment PEST analysis,industry competition environment analysis,internal environment analysis and SWOT analysis.On the basis of the analysis,the marketing strategy optimization of this paper is proposed,which mainly includes: "product-association" strategy,"price-reward" strategy,"channel-relationship" strategy The paper also proposes corresponding measures to ensure the implementation of these strategies.The findings of this thesis will help FMKJ’s fresh food materials to quickly capture the market and increase market share,which is expected to contribute to the profitability of fresh food enterprises,the attrition rate of the fresh food industry in developed countries and the early standardization of the industry,as well as to the marketing management,market positioning and customer relationship management of partners and competitors in the industry.