Research On Marketing Stategy Of G.Y. Company’s Brand Eggs

With the rapid development of China’s economy,brand eggs have grown from nothing to strong gradually,and now online and offline retail channels are all over the place.At the same time of rapid development,the application research on brand egg marketing has not synchronized development,especially can be applied to specific enterprise marketing strategy research.In this paper,against the background of domestic consumption structure upgrading and brand eggs becoming daily consumer goods in the beijing-tianjin-hebei market,GY company was taken as the research object and the macro and micromarketing environment of GY brand eggs was systematically analyzed by PEST analysis,industry competition environment analysis and SWOT analysis.The target market positioning,4P marketing strategy,implementation and safeguard measures of GY brand eggs were obtained.First,literature research,through sorting and reading works and periodicals related to brand egg marketing,extract relevant theories and information.Collect theoretical basis in marketing and industry related fields.Secondly,through the analysis of the macro-environment,micro-environment and SWOT of GY brand eggs.Get GY company brand eggs to use their own advantages,seize the external development opportunities.Thirdly,STP theory was applied to subdivide the brand egg market,and three market types were obtained.GY’s brand egg adopted a phased strategy of focusing on different products corresponding to different market segments.With the marketing mix theory,GY company’s product strategy,price strategy,channel strategy and promotion strategy were determined,with emphasis on the efficiency and benefits of channel development.Finally,in order to ensure the implementation of GY brand egg marketing strategy without discount,a four-step marketing strategy and specific implementation methods and safeguard measures were proposed.