The Study Of Marketing Strategy Of L Native Product Store

With the improvement of living standard, people have changed their consumer attitudes with the times. More and more people advocate eating "green, nutrition, health, fashion, delicate" food. As native products having such local colors and equisite packages, they are the good choice for living, tourist souvenir, giving a gift to friends and relatives. Native products industry has developed into a popular industry in recent years. A variety of native products marketing models have been put into the use from place to place, which show the quite fierce market competition in a certain region. Due to the operation replicability and product homogeneity, there are a fiercer market competition of native products between local products and external products or themselves.In order to meet the fierce competition in the market environment, it becomes an inevitable choice to formulate a sustainable development business strategy for each of the native products operators. As an important part of corporate strategy, marketing strategy not only can promote the sales volume of native products, but also lead to a sustained and prudent operation.According to my study interest of native products, I have known about something of marketing actuality and marketing environment of "L" native product by surveying its retail stores in Qinzhou. According to my knowledge and working experience of retail industry for native products, this paper is an attempt to L native product store by studing its external environment though Michael Porter’s Five Forces Model, On this basis, this paper discuss the strength, weakness, opportunity and threath of L native product by SWOT analysis. And the author also analyses the purchasing psychology existing consumers and potential consumers to make sure the target consumers of L native product store. Finally, the author provide some specific suggestion of product, price, place, promotion by using the Marketing Theory of4Ps. This thesis aims at rising up the marketing competition of L native product store. According to those stratgeies, providing some suggestion to the common stores.