Research On The Fresh Chicken Market Strategy Of Company A

With the steady growth of China’s economy and the general improvement of people’s living standard,people are more and more eager to buy “green,healthy and high-end”fresh food.In addition,With the continuous development of e-commerce and the optimization of cold chain logistics system for fresh agricultural products,it is increasingly common for people to purchase fresh agricultural products through e-commerce channels.However,the continuous development of fresh e-commerce has also impacted on traditional enterprises.The traditional mode of fresh chicken business has caused the problem of “the fragrance of wine is also afraid of the alley”,and the less than ideal sales has accordingly restricted the scale and industrialization of the company’s operations,which in turn affects the expansion of the company’s market share.This paper applies marketing strategy theory and analysis tools to analyze the existing marketing strategy of Company A as a case study,diagnose its problems,and make corresponding suggestions for improvement.The study shows that Company A has problems such as single product category,high sales price,narrow distribution channels and lack of brand awareness.To address these problems,this paper proposes a marketing mix strategy of 4Ps as well as corresponding guarantee measures,taking into account the actual situation of Company A and Yangshan County.Based on this study and the implementation of future supporting measures,it will help Company A break the limitations of traditional market strategy thinking and give more possibilities and business opportunities for fresh chicken products.