| With the successful development of peony seed oil, the prospect of peony industry is optimistic. In 2011, Vice Premier Hui Liangyu said "hope to understand, grasp the pilot" in the national forestry bureau "investigation report on the development of oil-using peony". The Shandong provincial government issued "Shandong province oil revitalization planning", in which the peony oil was listed as a key development project. The main production of peony district, such as Henan, Anhui, Gansu, Chongqing, Sichuan, also gradually explored the comprehensive development and utilization of the oil-using peony. The development momentum of peony industry has shown preliminary in the national.This thesis takes the marketing theory as important theoretical reference, using the problem discovering, problem analyzing, problem solving as the main logic thinking. The research principle of this thesis can be concluded as "three combination":the combination of qualitative analysis and quantitative analysis, the combination of case analysis and theoretical analysis, and the combination of macro analysis and micro analysis. This thesis insists on analyzing problems from the view of scientific. The conclusion of this thesis is more targeted and practical.This thesis firstly analyzes the micro and macro environments for Heze YaoShun Peony Biotechnology Co. Ltd. Secondly, the company’s marketing situation and existing problems were analyzing from the target market, product, price, channel, product promotion. Thirdly, we used the SWOT model comprehensively analyzing the business advantages, disadvantages, opportunities, threats.Specific research marketing strategy is made from the point of view of target market and market segmentation, including market positioning strategy,4P combination strategy, and network strategy. Finally, the suggestions on the marketing of peony are proposed, and the summary and outlook on the development of the peony industry are present. |
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