The Research On Marketing Strategy Of "Changchun Guojian" Fruits Company

In recent years,with the rise of e-commerce industry,fruit electronic business in China has been rapid development.According to statistics,the fruit electronic business enterprises have more than 4,000 in 2015.This shows that China’s fruit business there are many problems,it is also worthy of our study.In this paper,"Changchun Guojian" fruit electricity supplier is taken as the object of study.Through the field investigation and comprehensive analysis of the present marketing situation of "Changchun Fruit",it is found that the product structure is single,Pricing is too high,lack of innovation in marketing,promotion platform construction imperfections and other issues.Then,this paper carries on the STP strategic analysis to this company,on the basis of the market segmentation,the office worker and the housewife in the middle-aged market in the north of China are determined as the target market and main consumption of "Changchun Fruit".This paper adjust the company’s product marketing strategy to develop a core product + product + additional product triple high-quality products,through market demand analysis,in accordance with demand-centric pricing decision-making method to develop a reasonable sales price.The use of self-built "exclusive" fruit cultivation base to the consumer’s direct network sales channels,combined with online discount promotions,integral promotions,online lottery and promotional gifts and other network marketing methods,in order to enhance the "Changchun fruit" market competition Power,to expand its market share to Changchun other than the region,to achieve its in the Northeast and even the country’s steady development of fruit electricity market.