The Analysis Of K Company's Meat Products Marketing Strategy In Domestic Market

China has been the largest producer of meat, whose meat processing industry nearly in the state of perfect competition. Because of low barriers to entry, the market is fiercely competitive and poorly non-standard, being a serious impediment to the orderly development of the industry. Years after entry into the WTO, world-class manufacturers of food processing seek to enter into Chinese market. Therefore, the gradual trend of internationalization in domestic market highlights. With the financial crisis deepening around the world, China's SMEs, particularly the export-oriented meat companies, suffers a sharp decline in orders, collection difficulties as well, and a series of heavy losses in a short time. This article applies the basic theories of 4P marketing, combining with the hot Green marketing and Internet marketing, using macro-environmental PEST analysis, Michael Porter's Five Forces Competitive Model and SWOT analysis method, selects K Company, which has a certain influence power in meat processing industry, and whose domestic and international marketing situation is representative, to combine the marketing theories and practices of business management. The article analyses the internal and external problems faced by K Company, who implements proper marketing strategies as a guide, applies marketing theory successfully, strengthens the domestic marketing efforts, and gains a firm foothold in the crisis and maintains rapid development. At present, focusing on domestic marketing is the choice of many meat companies. We hope that, through our analysis, on one hand, it can be helpful to K Company's follow-up development; On the other hand, we hope K's useful experiences have a certain referring significance to other small meat companies.Based on the macro-economic environment and the general industry environment analysis where K Company is, the article indicates clearly the company's own strengths, weaknesses, the external opportunities and threats. It also analyses K's existing products, green brand, price, distribution, promotion & public relations and Internet marketing strategies in details. The conclusion part summarizes K Company's marketing strategies, including ensuring product quality, promoting Green marketing and Brand strategy; applying modern technology to enhance R&D efforts, emphasizing product innovation; weaving a good sales network, covering the family and business market widely; dealing with distributors and relative government departments properly, and so on. It also points out that many efforts should be made in system and culture construction, good advertising and network construction, etc. for K Company.The last part of the article points out what K Company's marketing strategy inspires to common meat companies. Under the background of throat-cutting competition in and out, quality is still the basis for corporate survival. Meat companies should ensure quality, create brand positively, and use Price, Promotion, Internet and other marketing tools comprehensively. The companies should also learn from each other, strengthen the study of advanced enterprises in other industries. The current overall industry profit continues to decline. According to the state of meat processing competition, on the one hand, rabbit meat processing industry, which is in its infancy, should step to high-quality, high value-added gift market and health-care market; On the other hand, the traditional pork and chicken industry, whose margins fall due to fierce competition, might consider changing products, in order to achieve the adjustment and upgrading in meat processing industry.