Research On Marketing Strategy Of Shuanghui Group Based On Public Relations

With the development of market economy,the competition among enterprises is also increasing in our daily life.How to win more consumers and get more market share in the fierce competition environment is the problem that enterprises must face and solve.Enterprises need to combine their own environment in accordance with their actual to take effective marketing strategies to achieve business goals,public relations plays an important role in this process and affects the development of enterprises.In recent years,food safety has become the focus of attention and discussion,food safety crisis has occurred,which makes the food industry in the minds of consumers trust a sharp decline in business and therefore lost customer loyalty.How to improve public relations,to regain the trust and loyalty of consumers in the marketing process must pay attention to.In this paper,the marketing strategy of Shuanghui Group is taken as the object of study.Based on the analysis of the relevant theories and literatures of public relations and enterprise marketing from the perspective of public relations,this paper uses internal and external environment analysis method and SWOT analysis method to study Shuanghui How to use the public relations theory in the marketing strategy to find out the successes and shortcomings of the application of public relations.In view of the problems in the marketing of Shuanghui Group,this paper puts forward countermeasures based on the perspective of public relations to improve the marketing strategy.One is to do internal public marketing,can be aware of the importance of internal public relations,establish a corporate culture and promote the ownership of the three levels of ownership.The second is to actively strengthen the relationship between the external public marketing,requiring the face of rapidresponse to the crisis,and actively deal with the crisis,restoration and reconstruction of corporate image.The third is to establish a sound crisis management mechanism,the specific strategy is to establish basic principles of crisis management,an accurate analysis of the environment in which enterprises,the establishment of crisis management institutions,the establishment of crisis early warning mechanism,establish emergency response mechanism and improve the supervision and management system.Fourth,enhance the company and the overall image of the product,focus on quality management,integrity management,service levels and staff growth and development.Based on the theory and the development of Shuanghui Group analysis and the proposed countermeasures and recommendations aimed at helping enterprises to enhance the brand image and increase Shuanghui brand awareness in the public,trust and loyalty,so that enterprises better To achieve economic and social benefits.