Research On The Marketing Strategy Of Zhaoyuan He Xin Rice Industry Co

As an important strategy,the purpose of enterprise Marketing strategy is to improve the utilization efficiency of enterprise marketing resources and maximize the utilization efficiency of enterprise resources,which plays a key role in ensuring the implementation of the overall strategy of the enterprise and the process of achieving the goal of the enterprise.Especially for enterprises in fierce competition,it is very urgent and necessary to formulate Marketing strategy.A reasonable enterprise market Marketing strategy is the fundamental guarantee for the survival and development of an enterprise.The direction,center,focus and development model of its business activities,as well as the combination of enterprise resources,to adapt to changes in the environment,is the most important thing for an enterprise to survive and develop in the competition.Although Zhaoyuan County Hexin Rice Industry Co.,Ltd.has a certain market share,its revenue has not increased significantly,and even decreased in the fierce competition in the past three years.The reason is that the Marketing strategy of Zhaoyuan County Hexin Hexin Rice Industry Co.,Ltd.is no longer suitable for the development of enterprises.In order to improve its competitiveness,increase its market share and increase its revenue,Zhaoyuan County Hexin Rice Industry Co.,Ltd.needs to pay more attention to Marketing strategy.This paper takes Zhaoyuan County Hexin Rice Industry Co.,Ltd.as the research object.First,we understand the current situation of the enterprise’s Marketing strategy.Secondly,we investigate the enterprise’s Marketing strategy through questionnaires and interviews.We find that the market segmentation in the enterprise’s Marketing strategy(STP strategy)is not clear,not detailed,and the target market selection,wrong market positioning,and the product control in the marketing strategy mix is not strict The price setting is unscientific,the Marketing channel is single,and the promotion lacks design.It is analyzed that it has passed the initial stage of entrepreneurship,and the existing Marketing strategy can no longer match the future development of the enterprise.It is urgent to reconstruct a new enterprise Marketing strategy to seek transformation and breakthrough.Once again,we use Porter’s Porter’s five forces analysis model,PEST analysis model,SWOT theory and other strategic analysis tools to comprehensively analyze the external environment,internal environment and competitive environment of Zhaoyuan County Hexin Rice Industry Co.,Ltd.,reconstruct the differentiated marketing mode from the low-end,mid end and high-end consumer market segments,and determine the idea of abandoning the low-end market,focusing on the mid end market,and appropriately developing the high-end market,and then diversify the products New marketing strategies such as setting prices scientifically,increasing Marketing channel and promoting sales conceptualization should be supplemented to put forward marketing ideas for Zhaoyuan County Hexin Rice Industry Co.,Ltd.to deal with complex market competition and improve its comprehensive competitiveness.Finally,in order to ensure the smooth implementation of the Marketing strategy,it is guaranteed in terms of human resources,capital,cultural construction and system,which enhances the sustainable development power of the enterprise.