| Marketing strategy is the concern of the academic circlesand the business problems in the practice, the enterprisecompetition is not just a simple price competition, more isthe inclusion of brand competition, quality competition andservice competition, channel competition. The general is thecompetition of marketing strategy. Integrated marketingstrategy is the marketing strategy is an important studydirection. In the fierce market competition environment, forthe development of the principle of the market survival of thefittest in Changchun, Fujian Heng Group business departmentas the research object, carries on research to its marketingstrategy. Through the marketing strategy theory of a largenumber of books, access to the sales data and financial data,this paper mainly analyzes the existing Hengan Group operatingthe Department of Changchun current marketing strategy, andputs forward the concept of integrated marketing from product,price, channel, promotion, service and other aspects.Marketing strategy is the enterprise operation "beacon",which plays an important role in the development of enterprises. In the fast consumer goods industry in Heng Grouphas gone through30years of ups and downs, the carrying polezoujiechuanhang to cover every corner of the country, hasachieved obvious. But since2002the life activities ofcompetitors within the industry more and more, theincreasingly fierce market competition, enterprises haveencountered the bottleneck of the development of enterprisesthrough the two revolution, to promote the marketing model,10years of efforts to make the company sales over10times,thus the correct marketing strategy is very important.Therefore, to enhance the awareness of marketing, strengthenthe marketing research is an important factor of Hengan Groupremain invincible in the competition.Since the strategy and marketing means marketing plays animportant role inthe operation and development of Hengan Group, then developHengan Group marketing should be a pressing matter of themoment. However, at present, the Hengan Group widespread lackof brand awareness, marketing system is not perfect, the staffis poor, loyalty to the enterprise resources are not reasonable phenomenon. In view of this situation, this papertakes Heng Group Changchun business department as the researchobject, according to the actual situation of ChangchunDepartment, using the basic theory of marketing strategy,using the method of combination of theory and practice, theHengan Group Changchun business marketing strategy isanalyzed in-depth and meticulous, to reveal the presentsituation of the operation of the internal and externalenvironment. At the same time the use of charts and data onthe operation of the specific analysis of the situation, thebusiness department in the management aspects of the problem,and to formulate the marketing strategy, to guide theoperation of the business activities.Firstly, from the development process of the marketingstrategy of domestic and foreign markets, with the analysisof the current Hengan Group market environment, analyzes thepresent situation of Hengan Group management. And on thisbasis, through the detailed analysis of operating theDepartment of Changchun operating conditions, this paperconcludes that the business department sales strong dependence on the market and its sales gradually increased.Through the consumption of policy environment market analysisand consumer goods market economic environment analysis of twoaspects of in-depth and detailed analysis of the macroenvironment of the operation of the Department of Changchun;and through the comparison with other competing brandsoperating the Department of Changchun industry competitors,that threat is very high; at the same time, also on the internalconditions and customer needs analysis of business departmentconducted in-depth research, the Hengan Groupoperating the Department of Changchun has sufficient cash flow,high brand awareness, improve the information system and otheradvantages, is at a disadvantage in the publicity of brand,the development of the national economy has createdopportunities for enterprise development, but the cost oflabor and raw material costs of enterprises in the fiercecompetition in the market environment the increase ofenterprise development is the threat. Through the five forcesmodel to analyze the competitive strategy of Changchun Henggroup operation of the specific analysis, the enterprise should take their own business and competitive power ofisolated from their own interests, trying to influence theindustry rules, to occupy a favorable position in the marketand then launch an attack of competitive actions and othermeans, to enhance their market position and competitionstrength the conclusion.According to the operation of the Department of Changchunoperating conditions and internal and external environmentanalysis. According to the category of the market can bedivided into four parts the paper products, health products,wet wipes, diaper. Operating the Department of Changchunlocation choice of target market should be: the super terminal,stores, Yunying shop, business clubs.Based on the operation of the Department of Changchuntarget market segmentation, positioning and choice, thispaper will start from the four target markets--a major superstores, terminal, Yunying shop, business clubs--thecharacteristics and demands of the marketing theory, theproduct strategy, price strategy (Product)(Price),(Place)marketing channel strategy and promotion strategy (Promotion) as the starting point to develop the basic theory, the fourtarget market marketing strategy study in detail. Businessmarketing strategy is: variety of product strategy, pricestrategy, flexible, customer resource integration and sharingof the marketing channel strategy, advertising, personnel,sales promotion, public relations promotion strategy isflexible; the terminal stores marketing strategy: productdifference strategy, flexible price strategy, marketingchannel strategy widely distribution the main promotionstrategy, advertising and promotion; Yunying shop marketingstrategy is: the product strategy, price strategy is flexible,advertising, game activities combined promotion strategy;marketing strategy: a special channel for different customerneeds for brand product strategy, price strategy, seize theelastic potential of existing customers marketing strategy.Finally, proposed the Changchun operation of theDepartment of marketing strategy implementation from theorganization system, staff training and investmentperspective. |
