Haoxiangni Jujube Co., Ltd.Marketing Strategy Research

With the improvement of people’s living conditions and the social security system, the consumption level of people rises quickly both in rural and urban. As for food consumption, people’s consumption type which is a type of food and clothing in the past has changed into a type of functionality consumption which is more concerned about taste, nutrition and brand at present. As a result, people in modern society pay more attention to their health, the demand for green food is lager stronger and stronger. Jujube processing products is green food. Because of its rich nutritional value and high therapeutic value, it has outstanding competitive advantages in the food market. Haoxiangni Jujube co.,Ltd is mainly engaged in R&D, production and chain sales of jujube series. After10years of development, It has developed into a national key leading enterprise of the industrialization of agriculture, also one of the top ten leading enterprises of agricultural industrialization industry. The company, which has established a relatively complete product line, can produce ten series, more than230products of a single product, whose sales network covering the whole country, ranks first in the industry of jujube processing, marketing. Haoxiangni Jujube co.,Ltd. started earlier in the jujube processing products industry, and it makes up most of the market, but now it is also facing high pressure in development because of the increasing competition. Especially because of the frequent occurrence of the quality and safety issues about various types of food in recent years and government continuing to increase the supervision of the food industry, food industry has made significant progress than ever before in the level of technology, market competition, product, service and marketing tools. As a result, market competition has gradually developed from a low level into a higher level. Therefore, the development of small and medium-sized food enterprises facing an increasingly volatile external environment, competitive situation even more complicated, competition among enterprises is no longer a simple concept of speculation and advertising bombardment. Marketing strategy becomes the key to decide the life and death, the prosperity and decline of all the corporates.In this paper, from the existing problems of Haoxiangni Jujube co.,Ltd., combined with the characteristics of Chinese jujube deep processing of the food market, with the help of the modern marketing theories such as Porter’s Five Force Model, SWOT Arry Ananlysis theory, Concumer Behavior Analyses and Target Marketing Theory and so on, the writer make a system of rational and operational marketing strategy plans after carefully researching the marketing strategies of Haoxiangni Jujube co., Ltd. and analyzing the influences to this company which are brought by the food market of our country and jujube processing products market especially. These plans can give this company direction of the marketing decision and development both in theory and practice.