Study On The Marketing Strategy Of Yongfeng Hot Pepper Sauce

The strategy of sustainable development and the concept of circular economy is an important part of China's 13th Five-Year plan, And the consumption concept of the original ecology, health, environmental protection has gradually become the mainstream of modern consumption.Implementation of ecological marketing has become an inevitable trend of the harmonious development of history and the times. Yongfeng hot pepper sauce is a history of several hundred years of national geographical indications protection products.But because once producers of shoddy, deceptive, malicious competition lead to damage to the brand image, product sales plummeted. Based on Ecological Marketing in domestic and abroad, combined with the actual development of Yongfeng hot pepper sauce, points out the background and significance of this study, A brief description of the product structure, regional distribution characteristics and the status quo of Yongfeng hot pepper sauce, and the existing consumer of a return visit survey analysis.Then through the SWOT analysis method, Yongfeng hot pepper sauce has many advantages,such as geography, climate, ecological marketing tourism prosperity and has a long history and so on, inferior strength such as mperfect marketing channels, lagging marketing tools, imperfect ecological pricing strategies, inadequate marketing efforts, low management level, imperfect logistics system, and so on, opportunities such as the favorable environment for the development of the industry, the government's high attention, consumer attitudes change, the rapid development of the Internet, the threat of fierce market competition, serious environmental pollution, asymmetric information, insufficient effective demand for green consumption. A brief analysis of the feasibility of implementing ecological marketing of Yongfeng hot pepper sauce. Based on the current situation of enterprise marketing and SWOT analysis, under the guidance of the theory of 4C and 4P, combined with the concept of ecological marketing, put forward the concrete implementation of Ecological Marketing Strategy of Yongfeng hot pepper sauce. Product ecological development strategy such as adhere to the original ecological material, strengthen the process of supervision, highlighting the production of pure handmade ecological processes, product packaging to strengthen the ecological concept of infusion and so on;Ecological pricing strategy; Ecological channel strategy such as to establish a smooth ecological marketing channel, to speed up the development of special channels, to build the ecological channel information system and ecological value network; Ecological promotion strategy such as increase ecological propaganda, select the right media, the use of green public relations; Through the network marketing to realize the ecological; establish a perfect information feedback mechanism; guide consumer behavior and so on.Through qualitative and quantitative analysis, consumer survey analysis, trend analysis and other research methods provide strategies and suggestions for Yongfeng hot pepper sauce ecological marketing.