A Study On Marketing Strategy Of Tianjin Meat Processing Factory

On the overview of present situation and the future trend of meat industry, thispaper analyzes the characteristics of meat market and competition situation; theadvanced enterprises’ competitive advantage; a number of problems hindering thedevelopment of most enterprises. To break the traditional management idea andoperation mode of the old state-owned enterprises, this paper studies influentialaspects such as macro environment, internal factors, environment of marketcompetition, consumer characteristics and shopping habits, by using of analysis toolslike PEST and SWOT actively. On this basis, according to the4ps marketing strategy,this paper also offer proposal to adjust and improve the marketing strategies ofproduct, price, channel, promotion, which would contribute to these enterprises goals-speed up the adjustment of product structure, introduce and innovate product’svarieties, foster new mainstay; in terms of customers’ different requirements,comprehensive cost, demand and competition situation, we suggest to formulate newproduct price system and complete comprehensive multi-channel sales network,expand from the domestic market to overseas; enterprises should take advantages ofgood government and international resources and increase the propaganda and serviceinputs, improve the brand influence to increase market share. In addition, we offersuggestions on how to implement and also give out safeguards and conclusions.The innovative achievements of this paper are:1. Build "the whole industrychain" safe food series to better serve the meat consumption of all kinds of people.2.Set up comprehensive price system to meet the demand of different consumer groups.3. Do best marketing network, and promote the development of domestic and abroadmarket effectively.4. The standard of successful marketing strategy of enterprises iswhat they do satisfied both the staff and the customer. Specifically, the food industryis a moral industry; food safety is the lifeline of the enterprise, the bottom line ofdoing a job.