Research On Marketing Strategy Of MW Company Vannamei Shrimp In China Based On The Customer Satisfaction

Vannamei shrimp are delicious in quality,have a long shelf life,and no seasonal restriction on supply time.In recent years,which have become more and more popular among Chinese consumers.Many local Ecuadorian enterprises have seen their broad development space and market consumption potential in China and have began to step into this field one after another.In just eight years,the number of local Ecuadorian enterprises engaged in exporting vannamei shrimp to China has nearly tripled.As one of the earliest local company in Ecuador to explore the Chinese market,MW company has a complete industrial chain,integrating "vannamei shrimp seeding raising、breeding、aquaculture and processing、marketing and R&D".However,under the influence of the fierce market competition environment 、the dominant market of buyers and other factors,MW company are still facing the decline of the dealer’s ability to explore the market share、dealers lost confidence in the process of cooperation with MW Company、customers satisfaction declines、the serious loss of old customers and other problems need to be solved urgently.Therefore,it is urgent for MW company to understand customer satisfaction and formulate corresponding marketing strategies according to it.From the perspective of MW company and the distributors of MW company,this thesis uses the interview and research method to analyzes the problems of MW company,such as lack of standardized marketing system in product、price、channel promotion and brand aspects.MW company has imperfect product quality monitoring system,lack of unified norms in product price、product quality and after-sales service aspects.At the same time,MW company has imperfect distributors cooperation mechanism and weak management,it is necessary to further explore the main factors which affecting consumers’ satisfaction for vannamei shrimp.This thesis uses the analytic hierarchy process(AHP)to establish the MW company’s vannamei shrimp customer satisfaction index system,collects data through questionnaires and conducts qualitative analysis,evaluates the customer satisfaction of MW company and draws corresponding conclusions.On the basis of empirical analysis,set up the marketing strategy of MW Company in the China.Last but not the lesat,this thesis put forward effective measures to ensure the implementation of marketing strategies,so that MW company’s marketing strategies can be effectively implemented.It’s not only provides reasonable suggestions for the formulation of the marketing strategy of MW Company’s vannamei shrimp in China,but also produces certain reference for the marketing strategies of other seafood products.