Research On Marketing Strategy Of Alloy Chopsticks In Suncha Company

In the rapid development of China's economy today,the upgrading of manufacturing for consumer goods manufacturing enterprises,is a very important task.Especially in the relatively developed cities,with the rapid increase in income of the people,consumer demand for consumer goods is also getting higher and higher.How to meet the needs of consumers at the same time,to complete the internal product updates to upgrade,has become a concern for each business issues.November 18,2016,the State Health Commission and the Food and Drug Administration issued a“national food safety standards for food contact materials and products,general safety requirements”(GB 4806.1-2016)and other 53 national standards for food safety,for the tableware manufacturing Of the enterprises,it is ushered in a big opportunity and challenges!Suncha is a franchise tableware business,established in 1995,the main chopsticks,chopping boards,toothpicks and other bamboo tableware,with annual sales of nearly 1 billion,is the leading enterprises in this category.In business are mainly composed of bamboo and wood products,this kind of product has high labor costs,the instability of material supply,the problem such as material itself has a health concern,now the company has mastered the PPS with glass fiber composite materials making chopsticks patent,on the one hand can solve the problem of using chopsticks,on the other hand can also solve the long-term problems in the scale of the factory processing,assembly line automation! However,in the promotion process,the alloy chopsticks also face the difficulty of high price,great channel impact and low recognition of consumers.In this paper,Suncha of the new products alloy chopsticks as the object of study to the national market under the market as a market research area,the national line of chopsticks market analysis of the status quo,the supermarket under the supermarket retail system chopsticks Classification of sales data,the new guns on the new product alloy chopsticks from development to sales of the whole process,a detailed analysis and research.To the pricing theory and marketing theory as a guide,given a reasonable set of marketing programs,the two guns company alloy chopsticks product positioning,price positioning,marketing programs,given reasonable planning and recommendations.