Study On The Marketing Strategies Of Local Special Products Of Changbai Native Products Co.,Ltd.

With the development of our national economy and the ascension of people’sconsumption level and consumption pattern, local products consumption is graduallybecoming a kind of fashion. The development space of local products industry is verylarge. Local products industry is known as always a sunrise industry and is verypromising. Jilin province is a big province of agriculture and forestry in China, whichhas the rich resources of specialty, variety, huge production. Jilin province isespecially famous with the ginseng, velvet antler, ForestFrog’s Oviduct, etc. But dueto low degree of deep processing, serious product homogeneity, inadequate salespromotion, unexpended marketing channel and insufficient innovation of themarketing methods, the local products industry of Jilin province is facing a greatchallenge. Changbai local products Co., Ltd is a private local products processingenterprise which registered capital is2million yuan. It has the quite perfectproduction processing management ability, but lack of market research. Marketingdecision level is low, and it don’t pay attention to market subdivision and targetmarket, and the marketing consciousness is not strong. Product development is notinitiative enough, and does not adapt to the diversification, individualizedconsumption market. Therefore, it is necessary to investigate the enterprise’s insideand outside environment, and work out more effective marketing strategy based onthe existing resources status of the enterprise, realize the local products’ brand, scalemanagement, so as to improve competition ability of Changbai local products Co., Ltd.In this thesis, I systematically researched the marketing strategies of ChangbaiNative products Co., Ltd. in order to establish a feasible native products marketingstrategy system in response to similar enterprises’ fierce competition. In the first place,the author puts forward the research background, significance and purpose, and themain content and the basic framework, and then conducts SWOT analysis on interiorand exterior marketing environment of Changbai Native Products Co., Ltd, deeplyanalyzing marketing problems Of Changbai Native products Co., Ltd. Based on theanalysis and STP theory in marketing, marketing combination4P strategy ofChangbai Native Products Co., Ltd is designed through market segmentation, targetmarket selection and market positioning.Finally, I analyzed the development of marketing strategy in the future referringto modern marketing theory and linking theory with practice, and raised some usefulsuggestions hoping that it can offer examples and reference to business developmentof Changbai Native products Co., Ltd, and supplying certain reference value for othersimilar enterprise of Jilin province.Through the analysis and research on local products marketing, the following2points are concluded:First, according to the co4mpany’s existing production conditions and financialstrength, the company should put the main resources in the ginseng and velvet antlerseries products, seize the great opportunities of ginseng and edible pilot to develop"changbai mountain ginseng" brand, speed up the sika deer well-bred breeding,improve quality population proportion, enhance technology innovation, develop thedeer series products with the modern biological project and advanced testing analysistechnology, and deeply develop functional foods, health and nutrition, beautyproducts, etc.Second, to plan, maintain, and develop brand initiatively. The brand has strong profit effect, promotion effect and industrial expansion effect, so reasonable planningand design on the brand establishment, development, and innovation are necessary toimprove the market competitiveness of the local products of Changbai NativeProducts Co., Ltd, to advance the local products brand for the national famous andeven the international famous brand.