Research On Optimization Of Marketing Strategy Of GS Company’s Coffee Products

With the increase in China’s per capita income,people’s needs for material and culture have become more diversified,and the traditional agricultural production and marketing methods have been unable to adapt to the rapid development of the current economy.The marketing of agricultural products can effectively promote the development of China’s agriculture and the implementation of the rural revitalisation strategy.In this paper,GS Company’s main coffee agricultural products as the research object.Based on marketing theories,this paper conducts market research on GS’s products,markets,channels and promotions through literature analysis method,comparative analysis,questionnaire method and market research method.The investigation found that GS has unique geological conditions in the region,but in the current fierce competition in the market,the company does not have the appropriate marketing strategy,and the company has a single pricing in the process of product marketing;Single product structure;The marketing channel is blocked;The influence of consumer brands needs to be improved,etc.In addition,the company’s marketing concept is outdated and the marketing strategy is single,which makes the company’s marketing system is not perfect and lacks competitiveness in the face of market competition.In order to comprehensively analyze the agricultural product marketing environment of GS Company,this article uses PEST analysis method to study the internal resources of GS Company.Secondly,based on the current situation of GS company’s main product marketing,this paper uses relevant theories and methods to study the company’s marketing strategy,and seeks out the problems and reasons for the marketing strategy.Combined with SWOT analysis,on the basis of accurately grasping advantages,disadvantages,opportunities,and threats,use STP strategic analysis,competitive strategy analysis,and characteristic strategic analysis to optimize GS Company’s market competition strategy,propose improvement measures from five aspects: concept,price,channel,promotion,and consumer management,and finally propose safeguard measures from five aspects: brand,capital,talent,system,and informatization.This study can better improve the brand awareness and market competitiveness of GS enterprises,better meet consumer demand,promote local rural economic development,and contribute to the rural revitalization strategy.