The Research Of Hulunbuir Xiqi Mutton Marketing Strategy

Along with the rapid development of our national economy,the income of urban and rural residents has been significantly increased and people's living standards have been constantly improved.As a result,the Chinese dietary structure has become more diversified,and per capita meat consumption is rising,including mutton consumption.In the past,mutton consumption mainly depended on minorities such as the Hui nationality,the Mongol nationality,Uyghur nationality,etc.,so it is mainly distributed in the Inner Mongolia,Xinjiang,Tibet,etc.Besides,mutton was predominately consumed in winter.But now,mutton consumption has been transformed into a new feature of whole-people,nationwide and year-round.In the meantime,food safety problems have been more and more drawing people`s attention,and mutton market that is natural,green,and healthy is meeting new opportunities for development and broad market prospects.After decades of development,mutton market has achieved great development outcomes with the emergence of well-known national brands like Grassland Hong Bao,Little Sheep,and Sunit Sheep.The Xiqi mutton produced by Hulunbuir XL Meat Company Limited(hereafter referred to as “XL Company”)is a well-known agriculture product of geographical indication in Inner Mongolia.In order to occupy a place in the increasingly competitive mutton market,the formulation and implementation of the company's marketing strategy is very important.XL Company needs to develop a marketing strategy suitable for its own development according to market changes,gradually stabilize the market position and enhance brand awareness and influence.In order to better find the marketing problems encountered by XL Company in the development process,on the basis of consulting the literature,the author conducted an in-depth investigation on the marketing status of Xiqi mutton products through the issuance of questionnaires,and analyzed the internal and external environment of XL Company.Besides,we analyzed its macro environment by the application of PEST model.We analyzed the advantages and disadvantages,opportunities and threats of XL Company using the SWOT combined with enterprise organizational structure,human resources status,marketing situation,etc.,and found out the problems of the company in terms of brand,product,price,channel and promotion: low brand awareness,low added value,price instability,narrow channel,single form of promotion,etc.Furthermore,we applied STP strategic marketing theory to re-recognize their products and segment market,in order to find out the target market which is suitable for the company`s development and determine market positioning,establish unique brand figure.And on this basis,we put forward countermeasures for enhancing brand competitiveness of XL Company: implement differentiated marketing strategies closely combined with the development status of mutton market,continuously strengthen the brand construction,make full use of organic quality of Xiqi mutton,optimize product portfolio strategy,give full play to the role of price strategy,further expand the marketing channels,carry out promotions systematically.In addition,we develop the network marketing and short video marketing which are based on the fan community to conduct the integrated marketing mix.We hope that the proposed measures and suggestions can effectively solve the marketing problems in the process of enterprise development,so as to enable XL Company to develop into a leading enterprise which integrates mutton sheep breeding with deep processing of products and drive the cluster development of mutton industry of Hulunbuir city.