Research On Marketing Strategy Of WX Company

WX Company studied in this thesis is a representative agricultural product processing enterprise in J City.It processes local agricultural products such as ginger and garlic as raw materials,and establishes a whole industrial chain of agricultural products planting,storage,processing and export.However,the sudden events such as the epidemic continue to impact the food processing industry,and the international trade environment is constantly changing.Various unexpected situations come at any time,and challenges and difficulties come one after another.The form of trade remains severe.At the same time,the state gives strong support to agricultural products enterprises,and a variety of supporting policies are introduced.Although it brings more development opportunities for the company,it also makes many agricultural products enterprises develop and grow,and the pressure of industry competition surges.Faced with the severe international trade environment and increasingly competitive market,WX Company urgently needs to use marketing theory to arm itself,make good use of local specialty agricultural raw materials such as ginger and garlic,sell and process specialty agricultural products,improve its competitiveness,and play the card of industrialization of specialty agricultural products,in order to win a place in the fierce competitive environment.This thesis mainly adopts the method of literature research and questionnaire survey.First of all,it expounds the research background,research purpose and significance,and puts forward the research contents,methods and characteristic innovations of this thesis based on the research results of domestic and foreign experts and scholars on the marketing strategy of characteristic agricultural products.Secondly,it analyzes the current marketing situation of WX Food Company,and uses the questionnaire survey method to analyze the consumer’s purchase demand for the special processed agricultural products of ginger and garlic,understand the consumer’s purchase preference,purchase channel,purchase purpose,information acquisition channel,purchase brand tendency and other behaviors of such products.According to the current marketing situation and survey results of the company,it puts forward that the product homogeneity is serious in four aspects: product,price,channel and promotion There are many problems,such as the lack of featured products,the lack of brand cultural creativity,the insufficient investment in online sales channels,the lack of promotion methods,and the lack of publicity.Thirdly,the PEST analysis method is used to analyze the macro environment of WX Company,the Porter Five Forces Model is used to analyze the industrial competitive environment of WX Company’s agricultural product marketing,and the SWOT analysis method is used to summarize the advantages,disadvantages,opportunities and threats of WX Company;It also uses the STP strategy to select the young people’s market,the middle and old age market,the middle and high-end market,and the tourism market as the target market.At the same time,it relies on the 4P marketing theory,takes the problem as the orientation,gives full play to the advantages of local cultural resources,and creates a new business form of "culture + tourism",and puts forward targeted and feasible marketing strategies from the aspects of products,prices,channels,and promotions.Finally,this thesis puts forward the guarantee measures of WX Company’s implementation strategy from four aspects: talent,technology,culture and capital.Based on the marketing theory,this thesis hopes to help the company take effective measures to actively respond to the fierce and complex market changes through the research on the marketing strategy of WX Food Company,and provide effective reference for the development and marketing of the company.At the same time,it also hopes that this study can provide some ideas for the development of other agricultural product processing industries.