Study On The Marketing Strategy Of The Small Circle Of Pork

As a new brand in Shenyang market,Xiao Juan Pork aims to become a healthy,safe and reliable brand with good taste.How to stand out in the competitive market environment,and improve consumer awareness and acceptability to Xiao Juan Pork concern surival and development of the brand.In the thesis,firstly literature review is used to comb marketing theories,which is taken as theoretical foundation to study on marketing strategy of Xiao Juan Pork.Secondly,it makes analysis on external environment Xiao Juan stands currently from the aspects of macro-environment and industry environment upon data collection.In the analysis,the macro-environment is stated from the points of political and legal environment,enconomy environment,social cultural environment and demographic environment.Industry environment is analyzed from industry development and trend,techniques and competition.Thirdly,upon investigation and survey on brand building,marketing ability,production capability and sourcing ability,management ability,it makes analysis on its internal environment.Fourthly,based on the analysis on external and internal environment,SWOT is used to analyze the advantages,weakness,opportunity and threat of Xiao Juan Pork.Combing the four aspects,it forms marketing strategy options.Comprehensive pork market segmentation and consumer behavior influencing factors analysis,analysis of consumer demand to determine the Xiao Juan Pork of target market selection and positioning,and put forward the marketing strategy of Xiao Juan.and makes detail introduction of the strategy implementation.Finally,it proposes safeguard measures for implementation of the marketing strategy.