Marketing Strategy Analysis Of Xh Company In Jiangsu Province

Since2003, the condiment industry has entered a stage of rapid development, annual growth rate of the past five years is about20%of the industry, the annual growth rate of the past10years is more than10%. After several rounds of industry consolidation and capital integration, Chinese condiment market has been transferred from a lagging stage to a big leap (?)iangsu has a large population and a rapid economic development speed, seasoning industry has great development potential and room to grow. In this paper, I use the theory of marketing, combined with the XH Company’s actual situation and extensive research data based on the company find out XH marketing strategy in Jiangsu.First, this paper focuses on the overview of the research background on the theoretical basis and clarifies the research ideas and content. And then summing up the seasoning indusiry and XH Company’s basic situation focused of its marketing status quo. Then analyze the political, economic, natural resources and technology and other macro-environment for further analysis, also study on the main competitor combined with the expected market demand for spices to determine its future market development opportunities.Given the diversity of market demand and business marketing capacity limitations and the similarity of market segments, this paper segments the market according to the theory of market segmentation and market positioning method.On the basis of the company’s internal and external environment analysis, determine Suzhou, Wuxi, Changzhou, Nantong as the main target market. Finally, to meet the needs of the target market, use the theory of4Ps,4Cs to develop a marketing mix strategy, including product, price, channel, promotion, and form a support strategy from the organizational structure, personnel training, sales management, looking forward to achieve the strategic objectives of corporate marketing, and utdmately makes businesses to get the best results.