Broken Rice Sprout On The Company’s Marketing Strategy Optimization Research

Suimi sprouts company is a sprouts production enterprise that located in A city, the main products are Suimi sprouts. The product on the basis of the high-quality green vegetables that specially made in A city as raw material, after curing, such as fermentation process, good taste, quality superior won universal praise of consumers. But in this article, through research to learn, but the current market competition environment conducive to Suimi sprouts company:first is the regional brand construction is far inferior to Fuling pickle. Historically, A sprouts with Fuling pickle, but the Suimi sprouts company has lagged far behind in Fuling pickle of leading enterprises, Fuling pickle. Secondly, shrinking domestic market of low-end products, on the one hand is because the residents began slowing growth in consumer spending, on the other hand, in recent years, people’s income growth also brought the new trend of consumption upgrade, healthy consumption. Third, the low-end products market share is less known and inferior brand sprouts to dominate.This paper argues that the reason of the above problems is that the Suimi sprouts on the company’s marketing strategy is not adapt to the current competitive environment, the need to design a set of optimized marketing strategies. So in this paper, based on the research of the marketing mix theory, with PEST analysis, SWOT analysis, the method as the research methods such as questionnaire survey, to A city’s sprouts, Suimi sprouts situation investigation and data, such as the company’s marketing present situation, combining with the current sales environment facing the sprouts and pickles industry and competitive environment, the Suimi sprouts company’s marketing has carried on the SWOT analysis, pointed out the problems existing in the marketing strategy for the company, and established the design optimization of the problems of marketing mix strategy.Logic for the writing of this article "the status quo is introduced, the marketing environment and marketing problem analysis, questionnaire and STP strategy design, marketing mix strategy design, marketing strategy implementation". First of all, this article through to the Suimi sprouts company’s marketing present situation analysis, points out its problems in all aspects of marketing strategy, and second, this paper designed the statistical information to consumer, buying behavior,buying decision investigation questionnaire, the Suimi sprouts have investigated the market demand, according to the research conclusion design the STP marketing strategy, for the Suimi sprouts company choose the appropriate market segment, and targeted location. Third, based on the above research conclusion, from product, price, channel, promotion four dimensions, and build more marketing strategy to meet the needs of the next strategic cycle development. In addition, this chapter is based on "after the first tree image, market, and profit" train of thought for the Suimi sprouts company design a new marketing strategy implementation steps.In this paper, the research significance of the main is the meaning of the practical level. Based on the Suimi sprouts on the present situation of the company’s products and marketing, on the basis of the problems have been found, targeted improvements were made on its marketing strategy, on the one hand, help to expand the market segment, for out of the shackles of prefecture-level brand, regional brand provides the methodology and the path of the maturity of the; On the other hand provides the details of the marketing strategy for its measures to help the company expand sales, improve their competitiveness within the whole subdivision industry, narrow the gap between management with Fuling pickle.