Research On Current Situation And Countermeasures Of Tianshan Jiao Fruit Marketing

The Hami Tianshan Jiao fruit industry limited liability company(hereinafter referred to as: tianshanjiao fruit industrial) as the research object, to study tianshanjiao fruit industrial marketing strategy as the main purpose, using marketing theories, starting from tianshanjiao fruit industrial marketing present situation, through field investigation and study, a comprehensive summary and analysis of the problems existing in its marketing, and puts forward some countermeasures and suggestions and improvement measures.Firstly, the paper discusses the background, purpose and significance, research ideas and methods, and through consulting relevant literature, the relevant concepts are defined, and the theoretical basis of the study is expounded. Then the tianshanjiao fruit industrial basic situation, organizational structure, and operation mode, current situation of human resource are introduced, expounds the tianshanjiao fruit industrial marketing present situation and characteristics, and through the questionnaire survey, find out the imperfect tianshanjiao fruit industrial marketing in the presence of marketing organization structure, marketing team construction is lagging behind, product homogenization serious, market segmentation and brand appeal is not obvious, promotional efforts is not strong practical problems. Finally, the paper puts forward some countermeasures such as optimizing the organization structure, improving the quality of the marketing team, improving the product structure, improving the market segmentation, improving the brand publicity and promotion.