Study On The Marketing Of Shanxi Jujube Industry Co., Ltd,’s Products

Shanxi province,China’s important production base of red dates as well as a distributing center of green agricultural products in production, processing and manufacturing. Having entered twenty-first Century, the competition between red dates enterprises is concentrated on how products are more clever marketed, as the enterprise that owns the far-sighted marketing concept and advanced marketing strategy can win the competition advantage. Hereby, this paper conducted a special study on Shanxi Jujube Industry Co., red dates products marketing.Based on the related marketing theories involved in the paper, firstly it introduces the development of Shanxi Market, including red dates red date development history,its production distribution and product structure, relevant enterprises home in Shanxi, as well consumer market. Secondly, Shanxi jujube industry Company has done marketing evaluation and deep analysis of their products, including the SWOT matrix analysis, namely the enterprise current situation, advantages and disadvantages, opportunities and threats; strategies on product, channel, price,promotion and product; brand marketing analysis and awareness, position of brand market quality and image,and brand communication. Finally, based on the analysis of the current situation of Shanxi jujube industry company’s product marketing actbaseality,, using USP method, static and dynamic analysis, and also referring to western developed countries’successful agricultural product management experience, this study proposed advice for Shanxi Jujube Industry Co. Ltd on high specification products and innovative marketing suggestions.The innovation of this thesis is that in view of the present situation of Shanxi big red dates, production status and present marketing situation, it does a initial study in the marketing environment faced by the JG Jujube Industry Co.Ltd., advantages and disadvantages of its existing marketing strategy, and its own characteristics of red dates, then putting forward suggestions for improvement in aspects of marketing strategy and brand building, such as deep processing innovation, pricing differentiation, high-end orientation in channels, diversification in promotion, and the construction of new red brand core value to pass the green brand of enterprise culture. Look forward to the next Chinese herbal tea leader recreating the success of JDB.