Study On Product Marketing Strategy Of Jinjin Company

With the improvement of economic income of people and transition of the consumption idea, not only there is more and more kind of the leisure food, but also product structure is developed in the direction of flavor, nutrition, enjoying even function. There are broad markets and enormous development potentiality in the leisure food, but among all these kinds of leisure food on the market, the local characteristic food of tradition well received by consumer and with a long history, receives the severe challenge, declines day by day, and have danger of being substituted greatly by the modern leisure food. While the whole consumer market expands, thousands of domestic manufacturing companies of characteristic food struggle in the predicament of management earnestly. Jinjin company is a manufacturing enterprise of small-scale food relying mainly on dried beancurd products and its development is facing the problem that the other manufacturing companies of numerous traditional local characteristic food are facing too. Thoughts herein, then the author plans to launch studying on the problem of marketing strategies to the dried beancurd product in Jinjin company and makes every effort to offer certain theory guidance and realistic reference meaning for the marketing strategies and long-term development to Jinjin company and others manufacturing the traditional characteristic products.Through analysing domestic and abroad market of leisure food, specially the influence of changing market demand of dried beancurd in Suzhou which brings to Jinjin company, the author uses modern marketing theory, Five-Strength Model, SWOT Analysis Matrix, Consumer Behavioral Analysis, Goal Market Theory and 4Ps Marketing Combination Strategy and so on, to help to propose a set of systemic and operational marketing strategy on the basis of the actual marketing situation in view of the characteristic of the leisure food and the present situation of Jinjin company.