The Research On Rice Brand Marketing Of Guangxi Wanjiaxiang Rice

Food market,access threshold is relatively low,more intense competition between enterprises,which accounted for the largest market share is undoubtedly state-owned enterprises.Relatively speaking,the rights,resources;enterprise scales,etc.of the private enterprises in this area are not dominant.Guangxi Wanjiaxiang rice industry is private enterprises in the food market in Nanning which has an important position in the market positioning in the high-end,high-end,and gradually accumulate strength,advantages,to compete with the well-known enterprises positively.Guangxi Wanjiaxiang rice industry,the conventional market is not in this area,but the low-end market,such as setting up such a strategy,will inevitably involve the marketing strategy to change or reform.This article has done an in-depth analysis and discussion on its marketing strategy.First of all,we check the overall background of the grain industry,and the overview of Guangxi Wanjiaxiang rice industry,and then analyzed the Guangxi Wanjiaxiang industry's macro environment,the internal environment,the main competitors facing,on this basis,out of its consumers Characteristics,and their behavior done in-depth analysis.I will be divided into three grades of the market,combined with the target market of Wanjiaxiang industry,put forward the corresponding development strategy,and relying on their own in the low-end market base,to achieve three grades common development.In the choice of marketing strategy,not only to take to adapt to the low-end market price strategy,promotion strategy,but also need to take in the high-end market necessary channel strategy,product strategy,so,to change the situation and enhance market competitiveness.Guangxi Wanjiaxiang rice industry as Nanning private food enterprises,is very typical private enterprises,and the development time is not very long,but on behalf of the backbone of emerging private processing enterprises,can be seen as a representative of private food enterprises.In the fierce market competition,how to open up new ways to take appropriate marketing strategies,seeking a new strategic layout,is the focus of our attention.The research of this paper not only has the practical significance to the marketing and strategic development of the private grain enterprises,but also has the strong guiding value for the similar industry enterprises.