Research On The Marketing Strategy Of YPX Baking Food Limited Company

At present,foreign food giants inroads into the domestic market,has the strength of domestic enterprises also continue to explore and expand,the layout of the national market,and streets is dotted with various bakeries and bakery,competition in the industry as a whole reached a very intense.In order to survive and develop in the fierce market competition,YPX company must constantly improve the management level,especially the level of marketing management.This paper is divided into eight chapters.The first chapter is the introduction,which describes the background and significance of this study,the basic framework and research methods.The second chapter summary of the theory foundation and research,firstly analyses the connotation and function of enterprise marketing,and then expounds the marketing theory of marketing management philosophy and several classic,laid a theoretical foundation for later research.The third chapter is the analysis of YPX company's marketing environment,first is about the basic situation of YPX company,two is the macro environment analysis of YPX's bakery food marketing,mainly includes the analysis of political and legal environment,economic environment and social culture environment and population,three is the micro environment of the YPX company baked food marketing,including the analysis of suppliers and consumers,competitors,the public,the four is the use of SWOT analysis,the YPX faces the opportunities and threats,advantages and disadvantages are analyzed.The fourth chapter analyzes the present situation of marketing and marketing YPX in question and the reason,is a comprehensive analysis of the basic situation of the development of the brand,market and marketing of YPX company,the two is the analysis of the existing problems and their causes in the marketing.The fifth chapter baking food market segmentation and YPX target market positioning.The sixth chapter marketing strategy of YPX company,in terms of products,varieties and types of innovative products,storage and packaging to optimize the product,to enrich the product flavor and color,to enhance the cultural connotation of the product and value added;in terms of price,the pricing strategy,image penetration pricing strategy,elastic pricing strategy,to strictly control costs,actively avoid vicious price war;in the channel,to set up a chain store,to scientifically select and store layout,to actively explore the rural and county market;in the promotion,to create new marketing tactics,make good use of network marketing,pay attention to holiday promotion,and actively participate in the exhibition promotion.Pay attention to the brand construction and product development.The seventh chapter YPX company marketing strategy implementation of security measures,YPX company needs to establish the advanced marketing idea,pay attention to the spirit of employee motivation,improve the level of information management,strengthen the construction of the risk control mechanism,improve and perfect company financing channels.The eighth chapter is the conclusion and prospect.The research of this paper not only helps YPX to improve the management of marketing work and the overall management level,improve the company's profitability and market competitiveness,but also for the development of the industry as a reference.