MaiJia Company Market Positioning And Marketing Strategy

Small and medium-sized enterprise how to how vulnerable is strong, in a constantly changing market competition invincible by regional brand development, how to a national market, such as international brand, is always the researchers and enterprise managers special attention and eager to solve the problem. The crisis, the Chinese economy transformation era under the background of international political environment, there exist unrest, inflation risk increase, trade war highlights, frequent natural calamity, and many other adverse enterprise development factors, in fund, technology, management are the natural defects of small and medium-sized private enterprises, in order to obtain the superiority of open market, and gradually expanded is a challenging task. How to increasing competition in the global economic integration of social market environment for survival and development status, but "not grow in the competition in the market competition, is eliminated perish" truth requires every enterprise must face, and make inevitable choice. In view of market and industry environment, the specific characteristics according to enterprise from the strategic choice to specific implementation process, how marketing problem has a strong theoretical value and practical significance, for those who face strong competition at a competitive disadvantage, and requirements of the development of survival plans for small and medium-sized private enterprises, this paper studies also to have the certain reference value.This thesis with flour industry as an example, using Maijia company strategic management and marketing theory and combining with Maijia company marketing experience, specific analysis profession oligopoly background, in the capital, technology, management, etc., does not have competitive ability of small and medium-sized private enterprises, how to through marketing promotion company's comprehensive competitiveness in the industry, and a place for on the market. This paper analyzes the process of Maijia corporate marketing and the existing problems, marketing macro political and economic environment, industrial technology environment, industrial competition environment, industry industry environment, the SWOT framework of enterprise environmental condition factors were analyzed. The analysis results show that the Maijia in enterprise scale and the capital, does not have competition ability, product single structure, technical level is relatively backward, marketing networks don't sound quality is not high, marketing ability, but lack of competitive disadvantage, transportation convenience Maijia company is located in high-quality wheat production base, governments at all levels to the full support, has part quality food producers, solidarity management team etc obvious advantages. From the external situation look, people consumer consciousness and market competition upgrade, the industrial transfer and consolidation in the industry, national agricultural policy support and central plains to the company development zone construction and provide a golden opportunities at the same time, the profession fast technical innovation, international and large-scale potential rivals such as threatening companies entering the survival and development.Subdividing of flour industry in the basis of each segment market, the impact of the elements of purchase decisions and evaluate the judgment. Combined with Maijia company present situation, proposed the company's key target market is industrial use flour market, civil flour in high-end market and transport within the radius of the market in 400 kilometers. Through in-depth analysis of the target market, and on the analysis of various competitors itself important goal orientation Maijia put forward, based on the target market positioning, namely, the company should base on the industrial application market professional flour market and civil flour in high-end conceptual flour, implementing the concentration marketing strategy, with high quality products and service will be caused by the industry leading the company a good brands.From the study of market demand and competition, based on the product, the price, the channel, promotion four aspects of Maijia company planning marketing strategies, and formulate Maijia corporate marketing strategy implementation of security measures, to ensure the effective implementation of various marketing strategy. Specifically, from product improvement, the product brand, product structure. product life cycle four aspects elaborated the company product strategy. Put forward based on the product cost plus become pricing strategy, and market-oriented cost of flexible choices based on pricing strategy. In the channel strategy is put forward in order to highlight the big customer length size combination strategy, "two generations channels of change" strategy, and relationship between membership channels to promote channel strategy. Analyzes the marketing, sales promotion, personnel advertising and public relations four promotion mode applied conditions of role. Formulated the organizational safeguard, the personnel safeguard, the product security and service support four aspects the security measures, ensure the company's marketing goal realization.