The Research On Marketing Strategy For Fruit Products Of J Company

YC city is located in the Yellow River Basin,which has unique climate,soil and environment conditions,and has rich resources of characteristic agricultural products.YC municipal government,enterprises and farmers have also done a lot of work for the YC,but featured agricultural products especially fruits marketing is still in the wholesale and retail trade mainly in small market scale,market transactions are backward,information technology and management level is not high.News media often reported that agricultural and sideline products mature in the ground,can not sell,rotten in the ground,farmers are deeply distressed,the other end of the consumer can not buy high-quality products,as enterprises,the government are sad."Internet +" era,the use of the Internet and logistics advantages can get through from the field to the table access,fruit and other agricultural products marketing has become hot spot.On the basis of deep understanding of the status quo and development trend of Chinese fruit market,this paper combines the marketing theory and J Company's operation and development to study J's fruit product marketing strategy.First of all,the need to combine the company and its marketing status,to find J Company marketing problems.Secondly,the analysis of J company's fruit industry's marketing environment,on the one hand,including the macro environment and competitive environment of the external environment,on the other hand is J's internal marketing environment,and SWOT matrix analysis.Then,under the guidance of J's marketing strategy,to determine the J company's marketing position,around the marketing positioning system to develop a J company for the operation of the marketing strategy.Finally,combined with the previous problems and marketing strategy landing,and further proposed to protect the implementation of marketing strategy recommendations.J Company set up a long time,the main production and sales of high quality fruit YC City,but shouldering the responsibility of creating brand products YC City,assumes the government,farmer's earnest hope.We hope that this paper will promote the growth and development of J Company and realize the win-win situation of consumers,farmers and government.