Research On Marketing Strategy Of Heilongjiang Agricultural Investment Food Co.,Ltd

With the development of economy and the improvement of people’s living standards,the supply structure and consumption pattern of China’s livelihood products have undergone fundamental changes,from "eating well" to "eating well",and now the consumption of high-quality,nutritious and functional grain and oil products by Chinese residents has increased rapidly,and nutritional health has gradually become the first demand.The state’s plan to promote food safety during the "Fourteenth Five Year Plan" period is also a major task for the Party Central Committee to focus on the overall situation of the Party and the country’s cause,and to make a decisive decision to build a moderately prosperous society and a socialist modern country in an all-round way.In today’s increasingly competitive market environment,grain,oil and food enterprises need to promote brand awareness through the introduction of rapidly changing products and services,so as to expand the market,earn profits,and improve the overall competitiveness of enterprises.This paper takes the marketing strategy of Heilongjiang Agricultural Investment Food Company as the research object,through the marketing theory I learned,combined with the current marketing situation of Heilongjiang Agricultural Investment Food Company,finds the existing problems,analyzes the causes of the problems,and finally puts forward targeted marketing strategy improvement plans and security measures.First of all,through the analysis of the research background,research purpose and research significance,we learned about the research situation and unique views of domestic and foreign scholars on the marketing strategy of food enterprises,and determined the research direction of this article.Secondly,it analyzes the current situation of the marketing strategy of Heilongjiang Agricultural Investment Food Company,the problems and causes of the current marketing strategy,and finds out the shortcomings of the marketing situation of Heilongjiang Agricultural Investment Food Company.Thirdly,through the analysis of PEST theory,Porter’s Five Forces Model and consumer demand,the macro market environment,competitive environment and actual consumer demand of Heilongjiang Agricultural Investment Food Company were revealed,which laid a foundation for clarifying its marketing business market positioning and target customers.Fourth,according to the market positioning and target customer groups,through the 4P marketing theory,this paper puts forward the improvement plan of the enterprise’s marketing strategy from four aspects: product,price,channel and promotion.Finally,in order to ensure that the marketing strategy improvement plan of Heilongjiang Agricultural Investment Food Company can be effectively implemented,combined with the actual situation of Heilongjiang Agricultural Investment Food Company,a more reasonable guarantee support is proposed from four aspects: enterprise culture,internal management,human resources and risk prevention.