Study On The Marketing Strategies Of Products Of Liao Ning ZL Company

In recent years,as China's economic development and improve the consumer level,people are increasingly diverse consumption patterns,leisure,nutrient-rich,a wide variety of nuts and food seems to have become the daily food consumption of people in the new favorite.Faced with fierce market competition,ZL how companies should seize the opportunity brought about by changes in the market,research what kind of marketing strategy adopted,how the implementation of security measures,has become a top priority.In this paper,SWOT analysis,STP analysis,4PS and 4CS analysis as a theoretical basis,by analyzing the current situation of food sales ZL identify a single product structure,its presence in the target market positioning in marketing is not accurate,sales channels over a single,promotions,rough and other issues.By political factors influencing the market nuts food,environmental analysis and market ZL corporate internal analysis and SWOT analysis,the strengths,weaknesses,opportunities and threats analyzes ZL food.Based on the above analysis,the use of foreign mature STP marketing method,established a target market ZL food is low-end market,the main target market is the third-tier cities and rural markets.Combined 4PS and 4CS marketing theory,developed from a special combination,develop new tastes,accelerate product upgrading;avoid high-end pricing,the main push low-end pricing;strengthen the terminal sales,direct marketing and co-development agent;advertising,personal selling,sales promotion and so several re-enact aspects of the new marketing strategy ZL food.