Research On Marketing Strategy Optimization Of X Company

Agriculture is the strategic material foundation of our economic society,and its development is very important.With the improvement of the level of modern agricultural technology,both the output and quality of farm products has been a large degree of improvement,many "noble" agricultural products have also become common commodities with the change of times,enriching the table of common people and satisfying the taste buds of the masses.With the development of e-commerce,live streaming,short video and other new online sales and promotion methods,many small and medium-sized agricultural products enterprises have also obtained some inspiration.Many agricultural products processing enterprises through the network to link consumers or a new product display platform,also obtained more benefits.However,as the market operators become more and consumption upgrade,the market competition is also greatly intensified.At present,some traditional agricultural products processing enterprises in dealing with the internal and external environment changes,the market selection,product optimization,promotion and a series of specific problems,competition at low prices and rely on wholesale sales mode is more and more unsustainable,traditional agricultural products deep processing enterprise marketing strategy optimization is imperative.The product concerned in this thesis is "Guangchang white lotus",which has a local planting scale of about 110,000 mu,has a certain brand value and scale effect,and has formed a distribution market in the local,direct output value of about 700 million yuan,the total economic benefit of more than 3 billion yuan,is one of the pillar industries in the local.At present,there are about 20 deep processing enterprises related to white lotus products in Guangchang County.The main research object of this thesis,X Food Company is one of the typical provincial leading enterprises,its business history,scale,product type,marketing status and so on are very representative,at the same time,the owner and the author also have a good personal relationship,so it is selected as the research object.The research idea of the thesis is follows: first describes the basic situation of the enterprise,and then summarizes the specific problems facing the enterprise,and analyze the enterprise in the process of some specific marketing strategy problems,finally based on the enterprise current internal specific situation and the enterprise facing the external environment related reality,put forward the corresponding optimization marketing plan and safeguard measures.Main research methods: literature review method,research and visit,interview,questionnaire survey,etc.The research process used the industry analysis method and SWOT and other classic analysis tools to make a more comprehensive analysis of the internal and external market environment of X Company,and believed that various characteristics in the marketing of X company are significant.In the field visit,interview process,focus on the enterprise’s marketing management and market positioning;In the questionnaire survey,focus on the enterprise’s product market sales,consumer evaluation and other aspects.In the summary of X company’s marketing strategy optimization,it is suggested that the enterprise should first find out the market and marketing direction,and implement the market positioning strategy and 4Ps marketing strategy at the same time—re-positioned the enterprise’s market,and give corresponding suggestions;This thesis objectively interprets the current situation of the marketing of agricultural products of X Company,evaluates and analyzes the marketing strategies of X company from the four aspects of product,pricing,sales and promotion,and puts forward suggestions for improvement.Finally,when ensuring the implementation of marketing strategy,it is suggested that Company X should carry out it from the aspects of thought,organization,system and resource guarantee,so as to effectively provide a strong backing for the implementation of marketing strategy.Hope this thesis can be actively helpful to the marketing process of X Company.