Research Of Hezhou Fenfang Fruit And Vegetable Processor’s Marketing Strategy

With the arrival of global economic integration, the fruit and vegetable food enterprises between the increasingly fierce competition, the marketing strategy of the company has gradually been enterprise management operators concern and attention, marketing strategy formulation and implementation has become the key means to companies rely on to win. Hezhou Fenfang fruit and Vegetable Company is Guangxi Hezhou City of a well-known to produce native, leisure food of agricultural and sideline products processing company. Since its establishment in 1989, Fenfang fruit and vegetable company met marketing consciousness is weak, positioning in the native and leisure food between erratic, unable to break through the market scope of local, cost is higher than peers, marketing mode can’t keep up with the times and so on many problems. Therefore, it is necessary to the research. Through the research, not only can solve the problems existing in the marketing company, but also for other related enterprise.This paper uses the theory of marketing management. Firstly, it analyzes the Hezhou Fenfang fruit and Vegetable Food Co., Ltd. marketing present situation, and pointed out the problems existed in Hezhou Fenfang fruit and vegetable food marketing. Also of Hezhou Fenfang fruit and Vegetable Food Co., Ltd. facing the marketing environment analysis, including the macro environment and micro environment factors, and the SWOT analysis of Hezhou Fenfang fruit and Vegetable Food Co., Ltd., then of fruit and vegetable market segments, and then chooses the target market of Hezhou Fenfang fruit and Vegetable Food Co., Ltd., and to determine the market positioning of Hezhou Fenfang fruit and Vegetable Food Co., Ltd., based on identified Hezhou City Fenfang fruit and vegetable food Products Co., Ltd. the new marketing strategy, including product and customer strategy, pricing and cost strategy, channel+convenience strategy, promotion and communication strategies. Finally, the thesis put forward Hezhou Fenfang fruit and Vegetable Food Co., Ltd. marketing strategy for the implementation of security, including the optimization of enterprise organization, construction, marketing team, improve incentive mechanism and the optimization of customer relationship management.This study from the perspective of the "4P+4C" marketing strategy to propose solutions, hoping to guide Hezhou Fenfang fruits and vegetables Co., Ltd. in the business to achieve a breakthrough.