Research On The Marketing Strategy Of Tuna Product Based On Production And Sale Integration

Tuna is a pelagic migratory type edible fish, meat is delicious, nutrition is rich, is recognized worldwide as the green natural, high economic value, strong health care function of high-grade seafood. In foreign countries, especially in Japan and Europe and the United States, tuna widely welcomed by consumers, sold in the global market, is an important part of a healthy quality of catering life. Since the 90’s of the last century, tuna began landing on the domestic market, but as diet, economic level, consumption capacity and other reasons, the people to the tuna consumption demand is not strong. In recent years, enhanced China economic strength, improve the living standards of residents and consumption capacity, especially in the concept of diet, people increasingly pay attention to food safety, health and nutrition and even culture grade, tuna consumption of rapid growth, gradually by more and more domestic consumers are familiar with and favor. Beijing market sales have tuna from 2900 tons in 2009 to 4400 tons in 2013, sales have increased from 400 million yuan in 2009 to 700 million yuan in 2013, tuna market has become increasingly active, the huge market potential.However, because of the industry characteristics, consumer familiarity with the product, marketing level, promotion and other factors, the market has not been fully developed tuna, some tuna production and sales enterprise and the expected results have not made in market development and product sales, in the further development of domestic tuna market and improve business performance so, still feel a lot of resistance. Therefore, strengthening research and innovation on the marketing strategy of tuna products in the market, effectively enhance the tuna market level marketing, should pay attention to the enterprise and the industry problems, but also the problem to be solved.Under this background, this paper uses the theory of the corresponding marketing, analysis of marketing features of tuna market, based on the characteristics of production supply and marketing integration, to the domestic large pelagic fisheries enterprises-fishery water company as an example, combined with the actual situation in the tuna many years of marketing, marketing strategy as the object to the tuna, research and the application of innovation. First of all, explain the purpose of the study, introduces the research significance, put forward the framework of the content of the research, points out the innovation of the research; secondly, expounds the new theory and new ideas need using the market marketing theory and the evolution of development, combined with the characteristics of Marketing presents the characteristics of tuna market marketing, to further research on marketing strategy of innovative development theory; again is to study water fishery company tuna market marketing present situation, summarized the effectiveness of marketing experience, analyze the existing problems; then, analyzed the market environment analysis, including macro environment, micro environment, also cited the SWOT analysis, to discuss the advantages and disadvantages of production and marketing integration and a little SWOT, clear strategic direction; finally, in theory, summarize the experience, problems and present situation analysis foundation, conducts the research of marketing strategy of innovative, to put forward the marketing ideas, strategies and methods suitable for company operation, and establish the corresponding security mechanism to implement, at the same time, it draws the conclusion of the study.This paper aims to study systematically and deeply, for fishery water companies and enterprises of the same type, in the formulation of tuna market marketing strategy, the integrated use of marketing methods, and constantly improve the level of marketing, eventually obtain more initiative in the market, provide a useful reference to realize the good business performance. I believe this research for tuna, enterprise innovation new marketing concept, the implementation of the new marketing strategy, enhance the marketing ability, to realize the goal of marketing, can play a good role, the marketing level of the tuna industry raise will also have positive significance.