Research On Marketing Strategy Optimization Of Canned Products In KS Company

Canned industry is a derivative of agricultural products,which is highly mature in foreign markets,but in China,it is faced with the situation of lack of industry leading brands,consumers have misunderstandings,and have not yet had consumption habits formed.KS Company is a large-scale canned food processing enterprise in China,the product quality and standards have reached the international advanced level,but its brand awareness and recognition is not high,and in recent years,the product sales continue to be low.How to improve the sales scale and profitability has become the core problem for KS Company to solve.This paper takes KS Company canned products marketing as the research case.First of all,the paper comprehensively sorted out the marketing strategy theory,relevant literature and models,and through the in-depth analysis of the internal resources and business status of the enterprise,and combined with the questionnaire research,the paper dug out the existing marketing problems of the enterprise.Secondly,using PEST,port five force analysis model tools,the paper did the KS macro environment analysis,industry environment analysis,combining the SWOT analysis,the paper helped KS Company to choose growth development strategy,and adhere to the brand strategy to improve brand added value,improve innovation ability to seize market share,improve packaging design lead consumer demand.Finally,the paper used STP theory to determine the target market of KS Company products,put forward marketing strategy optimization suggestions from four aspects of product,price,channel and promotion,and cooperate with the formulation of corresponding measures such as system guarantee,leadership guarantee,team guarantee and fund guarantee.The relevant research and analysis of this paper can not only help KS Company to change the current canned product sales dilemma,obtain greater market share and economic benefits,but also provide a discussion for the canned food industry to solve the current market dilemma.And it also plays a certain enlightening role in reference to the further development of canned food enterprises.