Fruitops Company Marketing Strategy Optimization Research

Hunan fruitops Co.Ltd.,established in April 1997,is the earlier fruit and vegetable production company.And also,it is the one of key leading enterprise in lots of agricultural companys.But for the external and internal reasons,Fruitops is still a regional brand and the product of Fruitops is not popular in China.The conglomerators are exploring a way to improve the production capacity and selling capability.This paper,though consulting and researching a lot of documents,analyze the current situation in the domestic and abroad.And also,the paper analyze the problems by using the theory of Market marketing strategy.From the aspects of macro environment,industry competition and inside operating environment,this paper use the theory of 4C to analyze the company's marketing strategy,and it improve the feasibility of its marketing strategy.From microcosmic point of view,the marketing management problems,which existed in the company,are solved from the aspects of the theories of 4P,4C and Network marketing.Finally,this paper use the theory of SWOT to analyze its advantages and disadvantages,opportunities and threats.Combining the company's marketing environment,the paper put forward lots of optimizing countermeasures about the product strategy,price strategy,channel strategy,promotion strategy,convenience strategy and communication strategy,network marketing and consumer strategy eight aspects.By implementing these new countermeasures,the company can effectively resolve the current problems.What's more,the company can gain an edge and achieve sustainable development.