Study On Marketing Strategy Of Peony Products Of Zhihua Tianbao Company

In recent years,due to the development of Chinese domestic market and rapid technological progress,the research,planting and trade development of the tree peony and its products have been obtained good results.Meanwhile,the research and study of the tree peony has been expanded from simple regional investigation to the edible,medicinal and medical industries.The tree peony products not only have agricultural value,but also have strong value in market and scientific research.The tree peony industry has begun to take shape gradually and developed into chain industries,including large-scale peony cultivation,deep planting,tour and sightseeing in Changzhi City,Shanxi Province.About the future development prospects of Changzhi’s tree peony industry,most of companies focusing on the in-depth research and development of peony’s diversity,and trying to develop the efficacy of tree peony about health care,chemical,food and medicine,gradually developing and improving the tree peony industry into a stable industry with local characteristics.As a scientific and technological enterprise,Zhihua Tianbao Company,founded in 2016,focuses on the development and production of tree peony oil products.In the thesis,the author confirm the basic positioning of Zhihua Tianbao Company in the macro environment by PEST analysis firstly,and then analyze the company’s internal micro environment through field research.The author use the 4P(product,price,place and promotion)to summarizes operation situation of the company,proposing marketing problems.According to the above steps,measurement measures are made,and influencing factors are identified through hierarchical analysis(AHP).Based on this,the influencing factors of Zhihua Tianbao Company are identified through D-S proof theory.The company’s business strategy is studied to discover the problem solving and suggestions from the provided business strategy to optimize the business model of tree peony products company.Firstly,the purpose of this research is to develop a business marketing strategy for Zhihua Tianbao Company.Facing a lot of opportunities and difficulties,Zhihua Tianbao company should to stabilize the position in the commercial tide,promoting its own brand and further improve the company’s service standard to expand the company’s brand awareness and achieve the company’s market growth influence.Secondly,the current situation of marketing of tree peony products of Zhihua Tianbao Company is analysed carefully to further drive the development of tree peony industry in Changzhi City.Nowadays,the chain industry of tree peony has started to develop,mainly involve some fields like tree peony deep products and tree peony free extraction.The development potential of tree peony health food and daily necessities is great.However,most of the tree peony products enterprises in Changzhi are at the early stage of development and the industry is weak,which needs scientific management and guidance.Thirdly,the current marketing mode of Zhihua Tianbao is evaluated from the perspective of the whole industry and development.In order to optimize the development prospect of tree peony industry in Changzhi,the author firstly conduct a comprehensive examination and evaluation,and carry out a comprehensive analysis and judgment based on the own conditions of Zhihua Tianbao and the influence of the general environment,so as to provide a certain theoretical basis for further optimizing the development of tree peony industry in Changzhi.