The Research Of Marketing Strategy Of Hengyang Xiangda Co., Ltd

With the stable development of China's national economy and China's entry into WTO, new opportunities are provided for developing the domestic feed industry. The large-scale feed enterprises quicken up their extension of scales and the speed of merge and wash-out in the feed industry has been increased with the fierce competition. Under this circumstance, every feed enterprise is creating new marketing conceptions and strategies to improve its competition ability and to win a bigger market share. New marketing modes keep emerging, such as service marketing, intensive type of market development, the operation of multiple brands, the descendant of marketing network, innovation of business model, gathering small area together to get further development, etc. However, many proprietors of medium or small feed enterprises are confused because they adopt the traditional marketing methods and strategies with the month selling restricted within the scale of 1000 tons to 2500 tons and the crisis of enterprises'survival and development. The managers of feed enterprises have to think how to cultivate the comprehensive competitive advantages and the core competitive capability of the company. In order to grasp every potential advantage in the fierce market competition, the enterprises have to apply the latest marketing theories, aim at different market environment, take both their advantages and disadvantages into account, and put forward creatively the combined strategy in different developing stages of enterprise.According to the problems mentioned above, this thesis adopts Porter's five models of competitors and SWOT analysis theory to analyze both the internal and external environment and the advantages and disadvantages of Hengyang Xiangda Co. Ltd. Based on this analysis, aiming at solving the problems of company's marketing strategies, the thesis makes sure the correct target market of Hengyang Xiangda Co. Ltd and works out a scientific market orientation, and then takes 4Ps as the main axis to draw up the product strategy, price strategy, promotion strategy and retail strategy, which help the company to build up its advantage on marketing competition and to eventually achieve the sustainable development of the company.In the end, the thesis comes to a clear and brief conclusion and points out the direction of follow-up research.