The Research On Marketing Strategy Optimization Of Mustard Tuber Products Produce By FL Mustard Tuber Group

Our country attaches great importance to the development of agriculture and rural areas.It has repeatedly included agricultural and rural related issues in the Central Economic Work Conference,the Central Rural Work Conference,the government work report,and the No.1 central document.Our country has placed the vegetable basket project at an important position in people’s livelihood issues and supported the development of agricultural industries related to the appetizer industry with pickled mustard as the main component vigorously.With the rapid development of urbanization,the flow of people has been further accelerated and the pace of life has been accelerated.A sharp increase in consumption demand for fast consumer convenience food such as hot pickled mustard tuber turns up and the market capacity of pickled mustard is further expanded.With the changes of consumption mode and consumption habits caused by market expansion,consumers’ demand for the value of hot pickled mustard tuber has gradually increased.It will have a certain impact on the high cost,extensive,high energy consumption and low level pickle industry.In the fierce market competition environment,if the pickle enterprises can not adapt to the changes in consumer demand and cannot transform and upgrade to quality and brand,they will be at a disadvantage in the market.Chongqing FL Pickled Mustard Tuber Group is a leading enterprise in the pickle industry.Its hot pickled mustard tuber is characterized by wide brand awareness,advanced production technology,and profound cultural heritage.In the face of the rapidly changing consumer market,the company has some problems such as product sales decline,performance pressure,and reduced profit growth.In a consumer-centered market environment,the company needs to think about how to enhance consumers’ sense of identity with products and improve consumers’ loyalty and maintain competitiveness.In order to meet the changes in consumer demand,optimizing the product marketing strategy is an inevitable choice for the company to stabilize its existing market position.Taking the pickle products produced by Chongqing FL Pickled Mustard Tuber Group as the research object,this paper adopt the methods of questionnaire survey,interview,combination of theory and practice to understand the development status of the industry and the marketing status of pickle products of the company.After analyzing the problems existing in the marketing of pickled vegetable products,this paper put forward marketing strategy optimization suggestions and safeguard measures.The main overview is as follows.First of all,this paper analysis of the company’s pickle products’ macro external environmental factors and internal capabilities through PEST model.We can see that the market demand for pickle products is strong and the industry development potential is large.Secondly this paper use SWOT strategic analysis method to analyze the advantages,disadvantages,opportunities and threats of the company’s pickle products in the market from the internal conditions and external environment,and find out the existing problems.Third,this paper use STP theory to further clarify the company’s market segmentation,target market and market positioning.And then this paper use 4PS theory to put forward marketing strategy optimization measures from four aspects of product,pricing,channel and promotion.Specifically,it is necessary to optimize the production layout to improve production efficiency;use production advantages to improve product identification;strengthen product evaluation,optimize and adjust product categories in time;increase investment in technology research and development to increase product added value;pay attention to value transmission to reduce consumer price sensitivity;do a good job in market segmentation to establish a hierarchical price system;pay attention to information channel construction;consolidate offline channels;improve logistics service efficiency;optimize the layout of community platforms;enhance consumer identity through differentiated promotion to enhance consumer enthusiasm and dealers’ enthusiasm;combine promotion in multiple ways to reach different consumer groups;pay attention to evaluation results to optimize promotion methods.Finally,in order to implement the marketing strategy,this paper puts forward the guarantee measures to strengthen the implementation of the marketing strategy,that is establishing the concept of online marketing,establishing a scientific marketing management mechanism,improving the diversified integrated marketing model,and improving the talent management system.