Marketing Strategy Research Of LX Pet Food Company

With the development of the national economy,the steady increase of per capita disposable income,the aging of the population in the social structure,the increasing number of unmarried people and low fertility families,more and more people regard keeping pets as a spiritual sustenance.The increase in market demand has gradually expanded the scale of the pet industry.As the upstream of the pet industry chain,pet food occupies more than 50%of the total consumption of the pet industry,and ushers in an unprecedented period of rapid development.LX Pet Food Company,the research object of this paper,is a pet food manufacturing enterprise with a history of nearly 20 years.In such a macro environment,it also welcomes rare opportunities and challenges.This paper takes the relevant knowledge of marketing management as the theoretical support point.First of all,LX Pet Food Company’s operating status is analyzed to understand the company’s organizational structure,products on sale and marketing status,and summarize the problems in the marketing process,such as "insufficient product brand power","inflexible price mechanism","weak channel supervision","poor brand communication",etc.Secondly,it elaborates the macro environment and competitive environment in which LX Pet Food Company is located,so that LX Pet Food Company can understand the external environment and relevant competitive environment in terms of politics,economy,technology,culture,etc.On the basis of these factors,the development trend of pet food industry and the necessity of LX pet food company’s marketing optimization are analyzed.On the basis of the above research,the SWOT analysis method is used to analyze the advantages and disadvantages,potential opportunities and possible threats of LX Pet Food Company.Using STP method,LX Pet Food Company subdivided the market,selected their target markets for the company’s two brands "A+" and "B+",and established the market positioning of "focusing on the middle market,borrowing brand strength from the high-end market,and guiding the low-end consumer market".Then,using the 4Ps marketing strategy,from four aspects of product,price,distribution and promotion,it proposed to "increase capacity expansion","optimize product structure","deepen brand building","improve management level","give play to capital advantages","develop price grading","stabilize existing channels","tap alliance cooperation","lay out sinking market" and "implement precise promotion" "Promotion through advertising","promotion through public relations" and other multi-directional marketing strategies.Finally,on how to ensure the effective implementation of LX Pet Food Company’s marketing strategy,we also put forward four guarantee suggestions,including "carrying out ideological innovation","rebuilding the organizational structure","strengthening talent training" and"carrying out technological innovation".This paper is of practical significance to guide LX Pet Food Company,the target enterprise,to explore its own marketing development path and achieve sustainable development,and also has certain reference value for the marketing transformation of food enterprises.