The Competitive Analysis Of Preserved Mustard And Market Positioning Analysis Of Enterprise Products

As one of the world's three famous pickles.preserved mustard has a long history in our culture.Chongqing is the birthplace of mustard,and it is also a large,concentrated mustard production area in China.Fuling is "the town of mustard"in China.The preserved mustard in Fuling area is known worldwide and liked by domestic and foreign consumers.There are many preserved mustard enterprises and intense market competition in Chongqing.The local preserved mustard enterprises have not only to face the the competition within but also the strong impact of preserved mustard enterprises in other places.This paper selected for Fuling, Chongqing Spicy Girl Group Limited (hereinafter referred to as "Spicy Girl") as the main object of study.Then it propose Strategy for enterprise survival and development by means of market analysis, but also provides a theoretical basis for the development of local preserved mustard enterprises in Chongqing.Articles analysis competitive situation between preserved mustard enterprises by data integration.There is a strong draw of the preserved mustard industry.There are many preserved mustard industry and brands.The consumption channels of preserved mustard can be divided into household consumption and catering consumption.Industry consolidation has been first emerged between preserved mustard enterprises in Chongqing.Articles also analysis the habits of consumers purchasing preserved mustard in Chongqing through the market surveys. Including the analysis on place of purchase,way of purchase,concerns of purchase,price satisfaction and preserved mustard development forecast.It comes to the result of that the supermarket is the main place for consumers to buy preserved mustard and the preserved mustard purchase has a certain loyalty. It also comes to the result of that the advertising in the preserved mustard also plays an important role in preserved mustard purchase and the custumes has higher price sensitivity about preserved mustard.72.1% of respondents optimistic on the development of Chongqing preserved mustard.Finally articles made a forecast about preserved mustard industry:the preserved mustard industry continue to develop with a stable growth rate.brand value and cultural value will be the point of interest for preserved mustard enterprises in Chongqing.Functional and segmentation will be the direction of development for preserved mustard industry in Chongqing.Technology content of preserved mustard production continues to increase.The paper selected "Spicy Girl" as a representative of preserved mustard enterprises in Chongqing.lt used Fuzzy Comprehensive Evaluation method for analysing market positioning of "Spicy Girl" and joined contrasts.It determine the "Spicy Girl" market positioning system.In brand positioning,the "Spicy Girl" should strengthen brand positioning, such as according different age groups to design different product.It seize the market resources brands by product differentiation.In product positioning,the "Spicy Girl" should adjust product positioning.Determine its product positioning on side dish material.In promotional positioning, the "Spicy Girl" should strengthen the brand positioning publicity.Then paper come to SWOT matrix and develop four types of development strategies through describing the advantages and disadvantages of internal and external opportunities and threats of enterprises:SO Strategies,WO strategy,ST Strategiesand WT strategies. Finally, we analysis "Spicy Girl" from product strategy,pricing strategy,promotion strategy,channel strategy used 4PS theory with Five Forces.In product strategy, "Spicy Girl" should pay close attention to product quality.In pricing strategy,"Spicy Girl" should continue to improve the prece distribution based on the original price range and introduce the high-price products for direct consumption.In promotion strategy,"Spicy Girl" should increase investment in advertising costs, and then improve product and brand exposure is imperative.In channel strategy, "Spicy Girl" should focus on the traditional channel.Other channels is the direction of aggressive expansion."Spicy Girl" should make a new product planning and new marketing mix beyond the homogenization to integrated the channel resources in Chongqing market.Moreover,It also put forward some suggestions of preserved mustard enterprises marketing strategy.Preserved mustard enterprises first should adhere to the principles of pragmatic.Then it should strengthen internal team management and linkages with other sectors.The sales channels and marketing network construction should be the key of enterprises.The retail market channels should be the core of enterprises.Preserved mustard enterprises should adhere to the product promotion and adhere the principles of easy things first in market development.Enterprises develops the line of product differentiation.The research have practical significance both in academic and market applications.