The Research Of Feed Marketing Strategy Of Tangrenshen Group Co.Ltd

After the development of 30 years, China's feed industry has become one of the world's leading roles. Some new changes have taken place in this industry in the new era. The feed industry's restructuring is accelerating and its integration is increasing. The competition among the feed factories is intensifying and the rule of the survival of the fittest is playing a more prominent part. A number of feed companies speed up the pace of formalization, collectivization and modernization by the means of capital operations, mergers, joints and so on.This paper focuses on the Tangrenshen Group's and the feed industry's development. The article applies strategic management and marketing management, the academic mainstream theories. It makes use of Michael Porter's five competitive forces model, SWOT, VRIO, and other analytical methods to analyze the corporation's inside and outside environment and to ascertain advantages or disadvantages of the Group's feed line. The article observes the enterprise's Value Chain Activities, making clear the target market and the market position of the Group's feed line. On the basis of analysis, the paper develops the company's portfolio of integrated marketing strategies including multi-brand strategy, differentiated pricing strategy, compound sales channel strategy and diversified promotion strategy, as well as implementing security measures of the fostering three-competitive advantages and cultivating five-operating characteristics. The paper comes to a conclusion in developing the ultimate establishment of a persistent competitive advantage in the feed market and achieving the goal of sustainable development of the feed corporation.Finally, the article gives a brief summary and conclusion of the statement, and gives some explanation on the further study and the following research.