Research On Marketing Strategy Of YNTT Cold Chain Project

In this paper, we use4Ps method to investigate the YNTT cold chain project marketing planning. Firstly, we introduced some details of YNTT cold chain project, from project investment side, the specific location, construction project a two period and three period project schedule etc..Then using the4C marketing planning method to explain the project need to pay attention to the key factors and in steps and details of the attention of the investment process, using the SWOT analysis method analysis of the cold chain project in the macro environment Chinese economic role, that of cold chain logistics has great potential in Chinese, cold chain project investment is worth a try, but also analysis of YNTT cold chain project in the Yunnan area of the internal strengths and weaknesses and external opportunities and threats, put forward to want to avoid external threats catch cold chain market growing opportunity.The use of4C marketing knowledge to do market research finally concludes that the survey results of people in cold chain industry in Yunnan the capital of Kunming is the main area of the male, age below45years old, most education practitioners is junior high school graduation, the overall quality is relatively low, mostly from the industry members are more than3years. In some cases, cold chain to develop well and quickly, is very important to improve the overall quality of the industry, the introduction and cultivation of talents is a prominent and urgent need to pay attention to the problem.The last is about the cold chain project marketing planning content, pre marketing plan the main use of the4Ps method to the marketing planning scheme and the overall train of thought from the product, price, channel, promotion of these four aspects. Put forward product design to take into account the system of cold chain, the introduction of HACCP certification system, electric cold chain etc.. A strategy for cold chain project has three kinds of pricing strategy. Channel selection is agricultural super docking and e-commerce channels. The traditional promotion method and modern technology combined with the method of promotion including promotions.Finally through the4Ps YNTT cold chain project marketing planning provides a train of thought and opinion, also provides a reference model for cold chain planning projects in other areas of marketing.