Research On Market Positioning Strategy Of Beijing SZY Company Beef Project

With the improvement of China's economic development and people's living standards,the beef food demand is more and more strong,beef food items continue to be launched,both to meet the market demand,also bring profit to the enterprises of the food.But at the same time,the country of food safety supervision more and more strict,beef food market competition is increasingly fierce,the blind market location,product unsalable serious,restricting the development of beef food items,therefore,how to scientifically and rationally on beef food project market positioning,not only directly related to beef production enterprise's market competitiveness and sales,but also directly affect the project of beef and beef tired of the food industry development,this research,it is urgent and necessary.This paper studied the positioning strategy of Beijing SZY company project beef market,from the perspective of project management,using quantitative and qualitative methods of literature research,interview method,combining analysis and case analysis,the positioning of the beef food items are explored,based on the first food project market positioning on the related research results using literature research method,interview survey method and the status quo of Beijing meat food industry project marketing and the analysis of existing problems,points out the main problems of project marketing failure is the marketing problems;secondly,combined with the actual beef project of Beijing SZY company,the macro environment by PEST model and five force model of Potter beef project investment and the industry environment,reveals the opportunities,threats and competitiveness,on this basis,though Meat market segmentation selected target market,and market positioning of beef products,and use the fuzzy comprehensive evaluation method to make the evaluation and Analysis on the location of the project.Finally,evaluation on beef project market positioning,is to strengthen the countermeasures and suggestions for the market positioning of the project.Based on this,are the author's main work includes:(1)beef project marketing failure proposed the main problems is market orientation;(2)building the beef market positioning strategy and evaluation model;(3)to Beijing SZY beef company project market positioning to verify the analysis.In this paper,according to beef project marketing current situation and problems,through the fuzzy comprehensive evaluation method to construct a beef project market positioning evaluation model,to realize scientific evaluation of the beef market positioning,puts forward the strategy has helped to strengthen and improve beef project market positioning.This paper,not only market orientation research on food items that were beneficial exploration,provide reference for Beijing SZY beef company project market positioning,in order to ensure the successful operation of the beef company project,can also for other similar project of market positioning research for reference.