The Marketing Study Of Lycopene In Shanghai Xinwei Company

The purpose of this paper is to develop practical product strategy, brand strategy and marketing strategy for Shanghai Xinwei company through a series of analysis from external environment to internal conditions of company, so as to improve product sales rapidly, to enhance brand fame, and to gain the long-term sustainable development.In this paper, based on the problems issued, the analysis of macro environment and micro conditions have been done. PEST analysis show that the policy environment in which the product is located in has been on the way of standardization, consumers'demand and consumers'purchasing power have been on increasing, and the current technology for product development can also provide strong support. Then, in accordance with industry benefit chain analysis, company's SWOT analysis, and company's situation analysis, proposed high-end positioning should be adhered to continued. In the beginning, electronic business and electronic advertisement should be emphasized and extended. After that, we can select some key marketing area, and combine electronic business with traditional channels, to create a model market for attracting distribution dealers.