Study On The Marketing Strategies Of Shuangyu Company

Chinese people has been making and eating dried noodles for thousands of years. With the accelerated pace of life and more and more attention to people's health, the market of dried noodles is growing rapidly and the demand for consumption has increased in recent years.To some extent,the higher demand for consumption makes many more enterprises enter into this line, which results in keen competition. For Shuangyu company, a newly established dried noodle company, the most important and imperative thing is how to face the keen competition. Therefore, the study on the marketing strategies of Shuangyu Company has more practical significance.Through analyzing the existing problems in the marketing of Shuangyu, this paper puts forward some corresponding measures to ensure the sustainable and healthy development of Shuangyu Company.Firstly, by using field investigation, literature research to get relevant research data and findings, this paper finds that there are some problems in the product strategy of Shuangyu Company, such as lack of market positioning and product culture as well as the indifference of brand promotion. In addition, Shuangyu Company didn't pay more attention to the price strategies of its competitors with the result that it can not study and apply the main Price Zone well.Secondly, through the analysis of competitive ability between Shuangyu Company and other three representative companies to find its strengths and weaknesses;Through the SWOT way to analyze the company's strengths and weaknesses, opportunities and threats, then, based on this analysis, establish the SWOT analysis matrix of Shuangyu Company and find the available marketing strategies for the company; through further classifying the dried noodles market, select target-market of Shuangyu Company and make the target-market positioning. Finally, through the use 4PS theory, combined with the company's marketing practices,proposes that the company should increased in the effort of new product development strategy, positioning the product market correctly, mining Millennium noodle culture, optimizing product mix, increasing the brand building measures. Also, it identifies that there should be a price risk warning mechanism. According to it, pricing with the mainstream of price, making grade price differences and scientifically using of pricing measures;In distribution strategy, distribution channels should be a reasonable choice. We should probably choose the distribution channels, try to attain channel sharing; sincerely establish long-term cooperative relations; strengthen management measures over dealers.in the promotion strategy of advertising; continually innovate advertisement and marketing strategy in sales promotion; consolidate the marketing team-building, enhance public relations in various measures.Summarizes the current situation of dried noodles markets and problems about products, price, distribution as well as sales promotion. Secondly, by comparing and analyzing the competitive power of Shuangyu and the other three representative dried noodles enterprises, this paper puts forward the competitive advantages and disadvantages between Shuangyu and his competitors. Then by using SWOT to analyze its advantages and disadvantages as well as its opportunities and challenges, this paper builds the SWOT analysis matrix and formulates the marketing strategy for Shuangyu Company.