Research On Themarketingstrategy OfFungus Products In Starway Bio-technology Co., LTD

Starway biological Limited by Share Ltd is a professional engaged in R & D, production, sales of edible fungi in the modernization of agricultural enterprises, agricultural leading enterprises in Guangdong province. The company since its establishment in 1998, has obtained the huge success, has obtained the huge achievement. But in recent years with the mushroom production technology renewal speed accelerating and imitate other enterprises marketing model, competitive advantage in Starway biological production technology and marketing strategies continue to shrink, the face of competition in the market continue to increase, the situation for the galaxy biological bring both opportunities, but also makes it face greater the challenge. The company wants to remain invincible must face up to the company faced with the current market environment, to adjust the company’s marketing strategy.In this paper, through marketing 4P portfolio theory, STP theory and analysis of marketing environment method, conducts the research to the marketing strategy of Starway biological Limited by Share Ltd fungus products. Through research that we of the market environment of fierce competition, product homogenization of serious, corporate advantage increasingly obvious in the existing market, product marketing company fungus entered the bottleneck, continue to lower profit margins. This paper suggests the company by market segmentation, target market selection, the re-positioning of new products to create another piece of blue ocean.To solve the problems of mushroom products marketing company, put forward the marketing strategy of Starway biological fungus products new Limited by Share Ltd. Claims from products to enhance productivity, optimize the product mix, develop new products, product packaging design, build brands; the price is determined by cost plus pricing of products range, with combined sales of season and market conditions to determine the final pricing; channel speed channel layout, optimize the channel structure, the formulation of channel management and assessment system; promotion from two aspects of personnel and advertising, let mushroom really be consumers know that make edible mushroom product by consumer initiative to consumption.This article is from the perspective of business, microcosmic perspective, research on the impact of China’s existing marketing environment, how to expand the market mushroom products production enterprises, the development of enterprises. To make up for the deficiency of the existing theoretical research, can provide direct experience for other scholars. At the same time, have a certain significance and reference significance to the problem of marketing research and strategic management of other company Starway biological Polytron Technologies Inc and within the same industry.