Research On Marketing Strategy Optimization Of Ginseng Processed Products Of Ji’an Yisheng Pharmaceutical Company

As the hometown of Chinese ginseng and one of the main ginseng producing areas in Jilin Province,Ginseng and its processing products have an indispensable position in the economic system of Ji’an and even Tonghua region,and there are many ginseng processing enterprises in the region,and Yisheng Pharmaceutical Co.With the policies such as the Opinions on Promoting the High Quality Development of Ginseng Industry issued by the Jilin Provincial People’s Government,the scale of enterprises has been expanding,processing capacity has been steadily enhanced and product categories have been enriched in recent years with the support of policies.However,after field visits and key interviews,we have learnt that under the current economic and market environment,Yisheng Pharmaceuticals still faces problems such as narrow marketing channels for its various processed products,a lack of abundant refined processed products and insufficient brand promotion.The aim of this paper is to strengthen the marketing strategy of Yisheng Pharmaceutical’s ginseng products,open up sales channels and optimise marketing paths,in order to provide a reference for the current ginseng processing enterprises in Ji’an and even for the long-term development of the ginseng industry in Ji’an.Yisheng Pharmaceutical Group can also open up new marketing channels for ginseng processing products,optimise marketing strategies and increase corporate sales profits through the optimisation of marketing strategies.This paper takes the ginseng processing products of Ji’an Yisheng Pharmaceutical Co.,Ltd.as the research object.On the basis of the background of its marketing research and the introduction of its purpose and significance,it analyses the current marketing situation of the ginseng processing products of Ji’an Yisheng Pharmaceutical Co.STP method,clarified the target market and market positioning of Yisheng Pharmaceutical’s ginseng processed products,and combined with SWOT and4 P theories,analysed the marketing strategies and operation status of ginseng processed products from four aspects: strengths,weaknesses,opportunities and threats.After the argumentation and analysis,the main conclusions obtained in this study are: firstly,the market segmentation and positioning of ginseng processed products should be done effectively.Secondly,to integrate the development of tourism with the characteristics of Ji’an City,to promote marketing through tourism and to smooth the sales path of ginseng products.Thirdly,the cultural value of ginseng products should be highlighted and the branding of ginseng products should be strengthened by means of organising cultural festivals.Fourth,in terms of strategy implementation guarantee,we should grasp the main line of governmental investment,actively seek national and provincial policies and financial support on ginseng industry and medicine and health,highlight the cultural value of the product,and grasp the training and management of talents.The marketing of ginseng processing products will be assisted by a full range of safeguards.