The Study On The Marketing Strategy Of Fu Er Kang Melon Seed

Melon seed is Chinese traditonal leisure food ,and also one of the most popular foods ,with the living standard improving the industry of melon seed comes to the high speed growing period ,so it is so-called "little melon seed .large market" . Many merchants come to the industry because of the potential market ,competition becomes seriously . Facing the large market opportunities and serious competition ,Fu Er Kang food ltd has indistinct competition strategy, because of lacking analysis and studies to the market and the company also meets an embarrassing condition in marketing operation . So the correct competition strategy is the key element for the company to win .To the problems of indefinite market location and blurred brand strategy and indistinct selling point and unsystematic marketing expansion, this essay practically gives out an clear analysis of the company's internal enviroment and competition enviroment and developing trend .also a study of the company's opportunities and challenges is given out. The competition strategy problems are resolved by using competition strategy theory and market segment theory and market location theory . The essay points out if the company wants to win, it has to given up "hit all"strategy to "concentration. Differentiation" strategy.directing by the strategy distinct differentintion market location is applied .Further more the essay analyses and studies the product concept differentiation and band differentiation and consuming service differentiation.To ensure the success of the company , the essay also points out an ensuring strategy .The integration strategies of product and price and channel and promotion are given out ,too.So a whole marketing strategy comes into being .The whole marketing strategy is carried out effectively by enforcing organization process and enforcing marketing team building .