The Study On Marketing Strategy Of ZK Food Co,Ltd.

In recent years,China’s GDP continues to grow steadily,People’s consumption level increased,and consumers are increasingly pursuing a better life.Coffee,as a segmented product of quality lifestyle,has attracted much attention.As consumers’ preference for coffee grows and their drinking habits are gradually formed,The Chinese coffee market has gradually shifted from the earliest "status consumption" to "functional consumption" and "quality consumption",and consumers are paying more and more attention to the quality,flavor and cost performance of coffee.With the rapid development of Internet technology and the proposal of new retail ideas,residents’ consumption habits begin to shift to online.At the same time,affected by the epidemic,offline consumption,traditional coffee from Internet enterprises in electric business platform,to enhance their comprehensive competitive strength,enterprises should keep up with the development of The Times trend,consider interactive integrated marketing communication model,adjust the marketing strategy,explore the combination of online and offline sales,so as to win more market share.In this thesis,the research object of ZK food co,LTD.,is a coffee company in yunnan baoshan,early in the electric business platform on a commission basis only local native products such as tea,coffee,now has developed into a "from seed to cup of coffee" company,set up a small grain of coffee set fine planting,production,processing,sales of electricity,offline experiences for the integration of the whole industrial chain.With the increasingly fierce competition in the coffee market,online competitors of ZK Food Co.,Ltd.are increasing,and the company’s sales are affected.Although the annual sales revenue can achieve positive growth,the growth is obviously weak,and the profitability of products declines,and the company’s development has entered a bottleneck period.This thesis will use marketing theory and tools,first of all,to ZK Food Co.,Ltd.of the macro environment,market demand and industry competition environment of the external environment analysis,and the company’s resources and capacity and marketing status of the internal environment analysis,put forward ZK Food Co.,Ltd.of the current marketing problems.That is,the target market positioning is not clear enough,the product competitiveness is weak,the marketing channel is single,the promotion effect is not good,the after-sales service is not in place,and the reasons are analyzed;Secondly,STP theory is used to market segmentation,determine the target market,clear market positioning,combined with the actual situation of the company,from the product,price,channel,promotion,service and other aspects of the company to design marketing strategy;Finally,from the system,organization,human resources and other aspects to formulate corresponding measures to ensure the implementation of marketing strategy.Through the analysis of this thesis,the author hopes to optimize the marketing strategy for ZK Food Co.,LTD.,so that it can achieve long-term and steady development in the fierce market competition,and also provide reference for the local similar coffee enterprises to improve the marketing strategy.