Research On The Optimization Of Marketing Strategy Of Taihe Wuji Products In W Company

It is the first batch of national livestock and poultry protection breeds and the first national product of live origin,famous for its unique edible,medicinal and ornamental value.As the largest professional processing enterprise in China,W Company has achieved a multi-fold increase in sales in recent years.However,from the perspective of the current marketing situation and consumer market perception,the consumer market performance of Taihe’s black chicken is still not very satisfactory,and Taihe’s black chicken products have not really gone global.Marketing has become a key issue for the company,and is the biggest problem limiting the development of the industry.As a fresh agricultural product with nourishing and health benefits,the development and innovation of marketing strategies for Taihe’s black chicken has always faced great challenges.However,with the rapid iteration of digital technology,the marketing strategy of fresh agricultural products is gradually diversifying,especially the new retail model with in-depth integration of online and offline has developed rapidly,which has also greatly influenced and changed consumers’ consumption behaviour and habits,which is both a challenge and an opportunity for W Company.Based on the above situation,this thesis takes Company W,a representative local chicken company,as an example to study the problems in the marketing activities of Company W’s Taihe chicken products,and to formulate a targeted optimization strategy that is more conducive to the company’s development,so as to promote Company W’s Taihe chicken products to go global and drive the whole Taihe chicken industry to achieve better and faster development.First of all,through the analysis of the internal and external environment of the marketing of W Company’s Taihe Wu Chicken products,we gain an in-depth understanding of the situation of W Company’s Taihe Wu Chicken products in various aspects.Secondly,we analyse the current marketing situation of Company W’s Taihe Wu Chicken products from the perspective of the 4Ps,and conduct in-depth research on the market perception of Taihe Wu Chicken products at the consumer end by distributing questionnaires and conducting field research,so as to find out the problems in the current marketing strategy of Company W’s Taihe Wu Chicken products and the reasons behind the problems.Then,using the STP theory and the characteristics of W’s Taihe black chicken products,we repositioned them in the market and proposed optimisation strategies in the four dimensions of product,price,channel and promotion,taking into account the new retail model.Finally,certain guarantee measures are proposed from five aspects: mechanism construction,talent team,brand promotion,government support and information support,to guarantee the smooth implementation of W Company’s Taihe Wu Chicken marketing optimisation strategy.As a unique local breed,no scholars have yet studied the marketing strategy of Taihe’s black chicken enterprises.The innovation of this thesis lies in taking a specific Taihe Wuji enterprise as an example,combining the development trend of the new retail mode,repositioning the market of W Company’s Taihe Wuji products,and innovatively proposing a combination of Taihe Wuji marketing optimisation strategies from four dimensions: product,price,channel and promotion,which is a brand new exploration for W Company and brings new thoughts to the development of the whole Taihe Wuji industry.It is a new exploration for company W and brings new thoughts to the development of the whole Taihe chicken industry,and has certain significance for fresh agricultural products enterprises to carry out online and offline marketing in a more scientific,efficient and accurate way.