| In the era of the rise of major powers,China’s comprehensive national strength has strengthened rapidly,and people’s consumption power and consumption concept have changed greatly,more pursuing quality of life,favoring high-quality products and services.At present,because domestic rice products have not formed high-end brand influence,high-end rice products from Japan and Thailand have gained a certain market share in China’s rice market.The traditional rice industry is facing transformation and upgrading due to the serious shortage of domestic rice in the high-end market.With the strong rise of "Guochao Feng" driven by cultural confidence,it provides a broad development space for domestic rice brands to speed up and achieve high-quality sustainable development.Founded in 2013,Jilin Shanshi Rice Industry is a modern and new-type agricultural leading enterprise in Baicheng City,Jilin Province,and the earliest enterprise producing germ rice in China.The main business is quality agricultural products planting research and development,production and processing,sales.This enterprise cooperates with Changchun Academy of Agricultural Sciences,has an organic planting base of 5000 mu,which is located in China’s natural soda salt and alkali area,and main products of "Jian Bula" series.Jian Bula rice is a weak alkali organic rice in the west of Jilin Province,which is rich in many trace elements and organic matter.However,such high quality weak alkali rice has not formed brand influence in the whole country.Based on the 4P marketing theory which is widely used at present,this paper uses scientific analysis method and starts from the problems encountered in the actual marketing of Jilin Shanshi rice industry,and systematically analyzes the marketing status of Jian Bula rice products in terms of product,price,channel and promotion.PEST method is used to analyze the macro marketing environment of Jilin Shanshi rice industry,including external political policies,economic development potential,social consumption upgrading,rapid technological development and other aspects.The overall external environment is conducive to the transformation and upgrading of enterprises.This paper analyzes the internal marketing environment of Jilin Single’s rice industry from the perspective of five forces model,and combines SWOT matrix to identify the strengths and weaknesses of the enterprise as well as potential threats and opportunities,avoid direct competition with leading rice processing enterprises,accurately locate market segments and target consumers.Guided by the changing demand of target consumers,we design,develop and launch the implementation of the marketing mix strategy that conforms to the actual situation of the company and is innovative and optimized.In terms of products,we give full play to the advantages of soil to polish high-end rice products,conduct quality pricing,expand online and offline channels,and adopt innovative marketing methods such as cross-border marketing and story marketing.Finally,in the process of marketing mode implementation,the author puts forward corresponding measures and suggestions from the aspects of customer relationship management,personnel training,product research and development,marketing network construction and fund guarantee.The purpose of this study is to enhance the brand power of Jian Bula rice,improve the market competitiveness of rice products of Shanshi rice industry,make it stick to its original quality intention,inject marketing vitality into it,so as to set a leading example for weak alkali rice in western Jilin in the national circle,and provide a marketing optimization strategy with certain reference value for the operators of small and medium-sized rice processing enterprises in Jilin province to seize the competitive plateau. |
PDF Full Text Request