Research On Marketing Strategy Optimization Of S Company D Brand Pig Vaccine

With the continuous development of China's economy,China's animal husbandry has gone through different stages from scattered cultivation to large-scale cultivation to intensive cultivation.In recent years,the upgrading of national environmental protection,the improvement of food safety and national food quality requirements,and large-scale benefits have promoted the rapid development of animal husbandry to intensive and brand-name development.The development of the industry is becoming more and more standardized,the policies and regulations are constantly improving,and the business environment is constantly changing,which makes the survival pressure of traditional agricultural and animal husbandry marketing enterprises increase dramatically.How to make enterprises analyze the internal and external environment,recognize their own advantages and disadvantages,reasonably formulate their own marketing strategies,and increase the market share of their products has become an urgent problem faced by the majority of animal biological products enterprises.This study on company S D brand veterinary biological products(mainly for pig vaccine)as a case,with the STP marketing strategy theory and the 4P marketing mix strategy theory as the instruction?through literature study?interview and so on,sums up the company S products(STP)in the target market marketing strategy and marketing mix strategy(4P)problems in two aspects?and analyze the causes of these problems;According to the problems and their causes?the author puts forward some Suggestions on the optimization of the target marketing strategy and marketing mix strategy.Through research,this paper finds the following problems in the target marketing strategy and marketing mix strategy-rough market segmentation standard?too broad target market,insufficient market positioning?few product categories?inflexible pricing method,single channel model,and low market popularity.The reason lies in:not carefully studied market segmentation,the market positioning is too broad,the product upgrading speed is slow,the price system is not clear,the sales channel is tra ditional,the propaganda strength is insufficient-In view of these problems,this paper puts forward the following optimization Suggestions:in the aspect of target marketing strategy,the market segmentation criteria should be refined,and the target market should be more concentrated to make the market positioning more clear;In terms of marketing mix strategy,the company should develop and introduce new products,build a flexible pricing system,flatten the channel model,and increase publicity.