Shuanghui Group's Marketing Strategy To Optimize The Design Of Study After The Crisis

The meat processing industry of China is a perfectly competitive industry. Although the intensification and large-scale production of China’s meat processing industry started late, In recent years, it has made remarkable achievements with the rapidly development. A number of meat processing enterprises have become the backbone of the market in the brutal competition, and have laid a solid foundation to create a first-class meat processing enterprises with international competitiveness.However, in "Bread comes first, Food safety-oriented" today, The rapid development of meat industry has also led to some companies, farmers and regulators drilling loopholes in the system, making the food safety issues frequent. Especially the annual3.15, the media will be exposed a group of the existence event of quality and safety, also attracted the close attention of the vast number of consumers. March15,2011, may had been an ordinary day to many enterprises, but it can not be forgot by the largest meat processing companies of China-Shuang Hui in her history of the development. Affected by the "clenbuterol" event, the meat processing industry of China suffered a huge hit, and the Shuang Hui Firstly has been hit hard.The events of "clenbuterol" as the background in this paper, Combing with the status quo of China’s meat processing industry and Shuang Hui enterprises, The Paper introducted marketing strategy, marketing mix,4C, the PEST theory. On the basis of the various aspects of the impact analysis of "clenbuterol" event on Shuang Hui, this paper analysed the SWOT of Shuang Hui. This paper detaily descripted the specific marketing strategy of Shuang Hui after the "clenbuterol" event in the last,Mainly optimizing the marketing mix to reinforce the foundation, importing4C integration of resources, brand building in order to reshape the image.