Studies On Marketing Strategy Of Corn Processing Enterprises In Heilongjiang Province

As the 21st century, forming pattern of global economic integration, growing awareness of environmental protection, resource highlights the growing crisis, in this context, to corn-processing industry, especially in deep processing of fuel ethanol production worldwide quickly development, the corn processing market is highly competitive. Being one of the leading food crops in Heilongjiang Province, Corn industry has begun to take shape and corn processing enterprise has developed fast. Market covering more than twenty provinces, municipalities,autonomous regions, and part of the international market of East Asia, Southeast Asia and European Union. The rapid development of corn processing industry has greatly increased the added value of corn and enhanced the farmers'income. With the international economic crisis and corn products market competition environment complex and changing, Heilongjiang Province corn processing industry is facing severe challenges. To improve the processing of products of domestic and international market competitiveness and promoting the corn industry's development, we must pay full attention to marketing, closely around the marketing mix, developing marketing strategy.Marketing originated in the United States in the early 20th century. Marketing as a discipline system has run into China since 1978, but the further dissemination and application were done in China after 1985. Although the marketing has been greatly development in content and new marketing concepts and theories are emerging, "4P" is still the foundation of marketing theory. Heilongjiang Province is more relatively backward than the developed countries in the marketing situation in Corn processing enterprises, so "4P" as the focus of corn processing enterprises in Heilongjiang Province, marketing strategy has the guidance significance in enhancing enterprise competitiveness, promoting economic development of Longjiang.The marketing is not optimistic in corn processing enterprises of Heilongjiang Province. Specifically expressed in the concept of marketing behind,the loose relationship with the corn farmers, the lack of sufficient understanding on the overall concept of products of corn processing, pricing strategy less flexible and little establish a highly efficient distribution channel, less attach importance to product promotion work, these problems restricted the corn processing industry. To solve these problems, we should put the SWOT analysis method first on the business development of the internal and external environment analysis to identify advantages and disadvantages, and portfolios these factors, to develop effective marketing strategy.Above all, we summarize the benefit of marketing strategies for enterprise development. First of all, corn processing enterprises should update the concept for the pilot, establish modern marketing concepts to guide the production and management practices. Second, we must strengthen the cooperation with the corn planters and constructed the maize production base of quality, improve the level of backward integration. Finally, we should arrange and use of reasonably the marketing mix strategy. In product strategy, to optimize the product structure, to develop of the deep processing project, to use of advanced science and technology, to accelerate new product development, to highlight the product brand and packaging, we should take the road of brand strategy. In pricing strategy, we should use the appropriate pricing basis for development of a price change in the market and choose different pricing strategies to adjust prices in a timely manner. In channel strategy, we should establish efficient distribution channel to enhance the level of business prior to integration, making the company's supply and marketing value chain. In marketing strategy, we should emphasis on the use of promotional products and business to achieve marketing goals, even for international markets. Besides, government should strengthen macro-control measures, such as adjustment of expenditure to implement marketing strategies for businesses to provide protection.The originality of this paper is that take the marketing status of corn processing enterprise in Heilongjiang Province as an entry point, through the SWOT analysis, method of inductive analysis finds out the corn processing enterprises in marketing problems and puts forward an effective marketing planning and protection measures that guide the development of the corn industrialization of Heilongjiang Province.