Research On The Marketing Strategy Of Gangu County Shengdi Pepper Products Ltd.

Gangu County is an important high-quality chili main producing areas in China,planting conditions are superior,planting a long history,Gangu County has been pepper cultivation and processing as the pillar industry of the county,the government vigorously foster and encourage the development of pepper industry.However,in the face of great opportunities for development,the Holy Land has not made a breakthrough,the company has always been small,there are outstanding marketing problems.This paper is divided into seven chapters.The first chapter introduces the research background and significance of this paper,the research methods and the arrangement of the thesis.The second chapter summarizes the research foundation of enterprise marketing and the research of agricultural product marketing.Firstly,it analyzes the basic concept of enterprise marketing,then elaborates the theory,concept and consciousness of marketing,and finally summarizes the domestic and foreign agricultural marketing research.Subsequent research laid the foundation.The third chapter is the analysis of the basic situation of the company and the current situation of marketing,the second is the analysis of the company’s marketing problems,the third is summed up the Holy Land The reasons for the existence of the company’s marketing problems.The fourth chapter analyzes the marketing environment of the company,including the analysis of the political law,the economic population and the social and cultural environment.The second is to analyze the microcosmic environment of the marketing of the pepper products,Including the analysis of suppliers,consumers,competitors,the public,the third is in accordance with the SWOT analysis of the Holy Land company opportunities,threats,advantages and disadvantages of a comprehensive analysis.Chapter 5 The market segmentation of chili products and the target market positioning of the company and the development of the marketing strategy of the company.In terms of products,it is necessary to enrich the variety and type of products,optimize the storage and packaging of products,enhance the brand and reputation of the products.Prices,to take a variety of pricing strategies,including ladder pricing,buy pricing,seasonal pricing,etc.,to implement the new and old customers classification pricing,to effectively control the cost of production;in terms of channels,to broaden the scope and channels of direct marketing,and actively looking for development Distributors,the construction of new network marketing platform,timely build customer exchange platform;in the promotion,to actively carry out advertising,improve the professional level of sales staff,to carry out holiday promotions.Chapter VI of the company’s marketing strategy to implement security measures,the Holy Land companies need to establish an entrepreneurial sales team,attention to the staff training and education,enhance the organization’s identity,the implementation of green supply chain management,building a pioneering corporate culture.The research of this paper not only helps the company to cope with the fierce market competition,the implementation of the expansion and expansion of the development strategy,while Gangu County and the country’s agricultural products processing enterprises have a reference.