Research On Cooperative Marketing Strategy Of Vinegar Products Of ZC Food Company Based On Supply Chain

With the development of The Times and the improvement of economic level,more and more people’s consumption has entered the enjoyment level,not only satisfying the basic role of all kinds of products,but also having more diversified requirements and demands for them.As one of the necessities of life,people’s requirements for vinegar products have changed from ordinary condiments to special products that should meet different requirements of life.Such a variety of requirements,for its industry development to provide opportunities but also brought great challenges.At the same time,facing the current situation of the rapid development of e-commerce,the traditional food industry,which has long relied on offline sales,is facing a huge challenge of transformation.Supply side structural reform and development of supply chain is an important part of the country’s development in the new period,in order to make the traditional food companies to keep up with The Times,better development,it should be in the marketing strategy and work harder core enterprise supply chain competition strategy,etc,to lay a good foundation to the enterprise development,formulated the blueprint of more in line with The Times.For in-depth analysis of the traditional food industry in the supply chain and cooperative marketing problems,this article selects representative traditional local food firm,ZC food companies,and its vinegar product marketing situation and the supply chain as the analysis object,based on the cooperative marketing theory,through field investigation and questionnaire survey methods such as to the enterprise marketing present situation and the development of an in-depth understanding of,and the analysis of existing problems.Through analysis,there are the following problems in the marketing strategy of vinegar products of ZC Food Company: 1.Low degree of product coordination,product solidification in the market,and sales bottleneck;2.There are many similar competitive products and lack of price advantage;3.The lack of product marketing channels fails to meet the requirements of enterprise modernization development;4.Traditional and single promotion methods fail to effectively utilize the collaborative advantages of enterprises in the supply chain.In order to better promote the development of ZC food company,to improve its marketing strategy and promoting development,this paper aiming at the problems in marketing its corresponding improving measures are put forward: should be in determining the enterprises as the core of supply chain based on strategic positioning,by product,price,channel,promotion four aspects: implementation of cooperative marketing strategy,promote sales promotion and development of enterprises.In terms of products,it can be carried out by strengthening and optimizing the product mix,carrying out joint marketing around the brand and developing series of products closely following the market.In terms of price,it can be carried out by reducing cost price and channel distribution.In terms of channels,it can be carried out through vertical marketing and network marketing.In terms of promotion,it can be carried out by means of sales promotion,public relations promotion and multi-aspect promotion.In order to better implement these measures,we should provide support in human resources,information system,supply chain collaboration and system optimization,and prevent potential risks,so as to enhance the overall competitiveness of the enterprise,increase its sales and expand its market share.ZC food companies are faced with the problem in common,vinegar industry,its marketing strategy based on supply chain coordination implementation also has certain representativeness,believe that through the analysis of the situation of ZC food company,can in theory for the current domestic food companies how to develop competitive strategy,through the development of supply chain in competition advantage to bring inspiration.