Research On Marketing Strategy Of Xianghe Crab Of Dahu Ecology Co., Ltd

The high attention our country paying to the agricultural development, as well as the increasing demand and price of agriculture products bring a good opportunity to the development of characteristic agricultural products, but simultaneously, the constraint and degradation of natural resources, the enhanced consciousness about food safety and the anabatic competition in the trade bring the severe challenges. Helong Lake is an area with high quality freshwater and natural baits which is the necessaries for the crab breeding. In 2006, Dahu Ecology Co., Ltd invested 30 million in importing Eriocheir sinensis to develop the crab breeding project, and registered the trademark of “Xianghe Crab”. With the development and expansion of the company, the problems emerged successively, such as the single product category, the low pertinence of pricing, the faultiness of sales network and the disappointing effect of sales promotion. In such a case, marketing become the crux whether the company can deal with the fierce market competition and obtain sustainable development. Therefore, the research on the marketing strategy of Xianghe Crab is significantly important.Firstly, the all-round analysis towards the market situation of Dahu Ecology Co., Ltd is made from the dimensions including the company profile, the marketing environment, the marketing situation and the SWOT analysis in the thesis. Secondly, through the segmentation of the company’s market and analysis of targeting market, the positioning of “mass consuming aquatic product, original ecological food, festival gift, crab supply” about Xianghe Crab is established. Hinging around the positioning and comprehensively considering the actual situations of the company, the marketing strategy is presented. In the aspect of product, the company should improve the quality, develop new products and use innovative packaging, as well as implementing brand management and cultural marketing. In the aspect of price, the company should use low price strategy to seize the market and set the price at different levels. In the aspect of place, the company should improve the traditional channels, develop internet marketing and strengthen the management of marketing channels. In the aspect of promotion, the company should implement advertising strategy, personal selling strategy, sales promotion strategy and public relations strategy. Finally, some safeguard measures for the strategy are formulated, and the effects of the implementation are forecasted in the thesis. The thesis holds the view that only if Dahu Ecology Co., Ltd realizes its marketing situation comprehensively, formulates the scientific and reasonable marketing strategy, constitutes the supporting measures for implementing the strategy effectively, the company can grasp opportunity in the competition and own the magnificent prospect.The research of the thesis not only can help Dahu Ecology Co., Ltd produce the crab products which satisfy the demands of consumers and have price advantage, but also can broaden the marketing channels and enrich the promotion methods of the company, enhance the brand competitiveness of the products, change the marketing image of the company. Additionally, the thesis has a certain reference value for the marketing of other companies in the trade.