| As the revitalization of China’s countryside progresses,some unknown “local specialties” have started to take the path of “scaling up”,“productization” and“branding” to participate in the fierce market competition in food and beverage industries.Established in 2018,Guizhou Chuhao Company integrates the deep processing of roxburgh rose and the research and development,production and sales of roxburgh rose series products into one agricultural science and technology enterprise.Taking advantage of the east wind of Guizhou province to promote the roxburgh rose industry as a special industry of rural revitalization,the enterprise has achieved a steady and rapid development in the past five years.However,with the deepening of market participation,roxburgh rose industry competition,the marketing of Guizhou Chuhao company has encountered a number of bottleneck problems,restricting the high-quality development of enterprises.It is urgent to carry out research from the theoretical level for ideas and countermeasures to help enterprises find ways to crack the problem and accelerate development.Based on the classical theory of marketing,this paper adopts macro environment analysis,micro environment analysis,analysis of current marketing situation,and questionnaire survey analysis,etc.,to make a systematic analysis of the marketing strategy of Guizhou Chuhao Company’s roxburgh roses from four dimensions:product,price,channel,and promotion.It is found that there are numerous problems in marketing,such as lack of popular products,serious homogeneous competition,poor packaging,pricing polarization,lack of price advantage,low marketability,more blind spots in sales,weak network sales,poor offline promotion,insufficient branding,passive network promotion and other problems that need to be solved..Through the STP analysis of Guizhou Chuhao’s roxburgh roses,the paper clarifies three major market positions for the company: the breakthrough in the pleasure and enjoyment-based market,the disruptor in the function-oriented market,and the subverter in the dietary supplement-based market.Combined with the industry development trend and the problems of the enterprise at this stage,the paper further puts forward the following suggestions to improve the current marketing situation.The first is the product strategy.The enrichment of product connotation can ensure excellent quality,shape the brand personality and seize the market segment,enhance the product image and strengthen the concept of trendy products.The second is the price strategy.The price will be lower than the average price of similar products to face the competition in the market,maintain a reasonable price premium,and strive to stand out quickly.In addition,the price will break through the bottom of the market to reshape the industry pattern.The third is the channel strategy.The two “high”limitations should be removed to build their own channels.A greatly shocking approach should be sought to build strong online channels.The fourth is the promotion strategy.The promotion strategy of brand publicity should be strengthened to enhance the connotation of the products.The promotion topics should be triggered by participating in popular events,and the resonance should be achieved by coordinating online and offline activities.Based on the above research results,this paper hopes to provide support at the theoretical level for Guizhou Chuhao Company to build a marketing strategy that is easy to implement,generalizable and replicable,and to provide empirical experiences for other agricultural specialty product producers,especially roxburgh rose producers in Guizhou Province.. |
PDF Full Text Request