Research On Rice Marketing Strategy Of Jiangsu H Rice Co.Ltd. Based On 4C Theory

“Hunger breeds discontentment,freshness goes to the first”.China is the largest producer and consumer of rice.Although people’ s material conditions have been improved constantly,the proportion of rice in grain consumption has gradually decreased.They key reasons to that are the people’ s demand for grain and bulk agricultural products has changed from solving the problem of food and clothing to green,organic,unique in taste and diversified in categories.With the continuous upgrading of consumption concept,the conventional marketing mode from the perspective of enterprises can no longer meet the rice industry,especially the development demands of small and medium-sized rice production and processing enterprises.Enterprises attach much importance to the purchase experience of consumers and explore the overall process from production to sales and after-sales.Jiangsu “Sheyang Rice” has been established long time ago,with its rice planting area locating in Sheyang County,Yancheng City,Jiangsu Province.It is where the junction of the warm temperate zone and the north subtropical zone,the shore of the Yellow Sea,and the intersection of the North and South climates.Based on the regional characteristics,Sheyang County government implemented industrial support policies,such as large-scale planting,quality standardization construction and improvement of deep processing capacity,making positive progress in the local “Sheyang Rice” industry.Jiangsu H Rice Co.,Ltd.is a state-owned small-and medium-sized rice enterprise in Yancheng,Jiangsu Province,by taking its rice products as research objects,this paper understood Jiangsu H Rice Industry Co.,Ltd.and its business status through filed survey method,conformed the basic theoretical framework of this paper by taking literature research method,and analyzed the internal and external market environment of the company and the current marketing strategy of its rice products.Subsequently,by taking 4C marketing theory as the basic theory,this paper designed a questionnaire and analyzed the results in depth.It is concluded that the marketing strategy of the company’s rice products needed to be improved from the following four aspects,insufficient product satisfaction to consumer demand,high cost for consumers to buy the company’s rice products,insufficient product purchase convenience and lack of communication between enterprises and consumers.By discussing the above issues one by one,this paper summarizes the causes of the problems,and puts forward optimization suggestions from the following four aspects,namely meeting the needs of consumers,reducing the total purchase cost of consumers,providing convenience for consumers and strengthening communication with consumers.While providing optimization strategies for Jiangsu H Rice Co.,Ltd.,this paper also has certain reference value for other “Sheyang Rice” production and processing enterprises to develop and complete marketing strategies.