Study On The Marketing Strategy Of The Limited Company Of Jiaxing Dingdingxiang

The limited company of Jiaxing Dingdingxiang Zongzi was founded in 2012.It has been running smoothly,but it is still difficult to achieve breakthroughs and developments.On the one hand,the market of zongzi is an increasingly competitive market.This has brought great difficulties for enterprise's development.On the other hand,the position of zongzi has changed a lot since the Dragon Boat Festival has been designated as a national legal holiday by the State Council in 2008.Then the development of the zongzi became good.Therefore,this article will make a thorough research on the marketing strategies of Jiaxing Dingdingxiang Zongzi after an analysis of the actual situation of it.The modern marketing theory is the foundation of this study.Firstly,this study analyzes the current marketing situation of Jiaxingding Dingxiang Zongzi,and finds out the weakness of the current marketing activities.Secondly,the political legal environment,the economic environment,the social culture environment and the technical environment are analyzed by using the PEST analysis.Thirdly,this study finds out the strengths and weaknesses,as well as the opportunities and threats of Jiaxingding Dingxiang Zongzi using the SWOT analysis.On the basis of the above analysis,the target market selection and market positioning are finished.Then,the marketing strategies are formulated,including the brand strategy,product strategy,pricing strategy,marketing channel strategy and promotion strategy.Finally,according to the actual situation of Jiaxingding Dingxiang Zongzi,this study formulates some supporting measures for the marketing strategies from the following five aspects:the marketing organization,the product quality,the enterprise culture,the talent team and the incentive measures.This study firstly completes the existing theory shortages on the research of the traditional festival food marketing strategy.Secondly,in terms of practice,this study formulates the marketing strategies for the company which can help the company get a good position in the intense market competition,and achieve a long-term development.