Research On Marketing Strategy Of Company Tian Lide

Along with the economic development and social progress, people turn to pursuea green, healthy quality of life, and the rapid growing trend of the high-endagricultural industry appeal more and more enterprises to enter. However, in recentyears due to the serious homogeneity of the products and services, the outstandingissues of selling high-priced, the emergence of “waste oil”,“plasticizer”,“clenbuterol” and other food safety incidents, consumers show lack confidence to buy,thus enterprises are facing difficulties of development. Many businesses begin to payattention on enhancing competitiveness by improving marketing strategy. As astart-up company, how to survive and develop in a competitive environment is themost pressing issue of Company Tian Lide, and it is also the focus of this study.Based on the analysis of the high-end agricultural marketing environment, thispaper firstly analyzes political and legal environment, economic environment, socialand cultural environment, technical environment applying the PEST model; Then itsummarizes the characteristics of the competitive environment of high-endagricultural products, including quality, selling, brands, services and channels;Afterwards, with market research methods, consumer behavior is intensively analyzedfrom buying habits, product demands, brand preferences, channel cognition and theinformation sources; Finally, using the SWOT model this paper analyzes theinner-environment of Company Tian Lide, including the market opportunities, marketthreats, its own advantages and disadvantages. According to the above analysis, thisresearch develops a set of marketing strategy for the company, including precisepositioning strategy, brand strategy, membership strategy, interactive channel strategy,integrated promotion strategy.Precise positioning strategy includes precise product positioning, precise targetgroup positioning, precise market area positioning. Brand strategy puts forward fourmethods for the company, including deepening the connotation of the brand,developing brand strategy hierarchically, sub regionally propelling brand expansion line, and enhancing brand communication effects. According to membership valueanalysis and level settings, membership strategy designs a series of membershipbenefits and management approach for the company, such as member managementcenter. Based on the interaction theory, interactive channel strategy designs threeinteractive channels for the company, including experiential store channel, interactivenetwork channel and customized group purchase channel. Integrated promotionstrategy emphasizes through the integration of old and new media, different industryresource, staff promotion and gifts sales to achieve business goals.Based on marketing theory and marketing tools, through in-depth analysis ofconsumer behavior, and around the actual situation of Company Tian Lide, this paperproposes a series of targeted marketing strategies for it. This thesis is instructive notonly for the marketing strategy development of Company Tian Lide, but also for themarketing strategy development of other local high-end agricultural productsenterprises.