Research On AD Food Additives Company Marketing Mix Strategy

With the development of modern food industry, as a necessary part of food industry food additives develops very fast as well. In the fifteenth-five-year-plan, the increase ratio of food industry productive value kept 8%. As an important component of food, the food additive industry is in face of opportunity. So it is a big problem how to make full use of the opportunity and bring into playing the superiority of the company and combine the characteristic of the market to explore the marketing mix strategy.The paper is divided into five parts. From first to third part, it introduced the correlative concepts of additives and the development situation of domestic and international food additives, and then analyzed the market characteristic. In fourth part, in terms of the demands of the market, through the analogy analysis of the similar food additives, the paper predicted the demand and supply of the domestic market and further researched the necessity and feasibility of adjusting marketing strategy. Finally, in terms of AD Company's marketing problems, it analyzed the internal and external environment through SWOT, and then subdivided the market of AD Company so as to determine targeted market for AD Company as a consequence. On the basis of it, this paper analyzed 4Ps marketing mix strategy further, and then put forward the marketing strategy corresponding to consumers'demands should be developed.