Research On Marketing Strategy Of XL Grain Trading Company

Food security and its purchase and sale are crucial to China.The strategic position of grain is based on the policy reform of the state of grain purchase and sale mode always adhere to the steady progress.China's grain purchase and sale policy has gone through four stages: the stage of reform and opening up,the period of market transformation,the period of market-oriented reform and the period of market-oriented reform.Under the guidance of market-oriented reform,China's grain has achieved remarkable results in the construction of output and price system,especially in grain purchase and sale,which fully established the status of state-owned grain trading enterprises,and promoted it to the competitive market of grain purchase and sale.It is also because of this,the grain marketing strategy constitutes the main axis of the development of the state-owned grain enterprises.How China's grain production,inventories and imports remain high,the superimposition of grain prices upside down at home and abroad,the comprehensive situation of grain planting structure and China's consumer demand change,improve the state-owned grain trading enterprise marketing system,improve its marketing strategy in order to adapt to changes in the market will become a national enterprise together in the face of the problem.XL Grain Trading Company is a large two class enterprise which is identified by the former Ministry of internal trade,which is a non-industrial country.It is one of the first batch of designated delivery warehouses in Zhengzhou commodity exchange of China.The enterprise has great influence in the province and its surrounding provinces and cities,and has the role of "wind vane",which has high representativeness in the grain trade enterprises.Facing the national demand for grain trade reform and facing fierce competition in the market due to the low entry threshold,XL Grain Trading Company has huge operating pressure and urgent need to improve grain marketing strategy.The XL Grain Trading Company is investigated in this paper that based on the marketing strategy,marketing strategy,due to the lag behind the market changes,leading to react XL Grain Trading Company's marketing strategy for the rapid change of the market environment is not timely,thus in a disadvantageous position in regional competition.Based on this,the focus of this paper is to analyze the causes of the marketing strategy for XL Grain Trading Company,and then put forward the corresponding improvement measures.The specific research,this paper research on the enterprises and related enterprises,using the relevant analysis tools of strategic management,marketing theory and SWOT analysis method,analysis of the current grain industry at home and abroad especially the characteristics of the wheat market,makes an analysis on the marketing strategy of XL Grain Trading Company,and summarizes the existing marketing the problem of strategy,including commodity grain in the quality and quantity of the control is not strict,price changes on the market there is a lag,the wheat market marketing channel is single,the target customer needs to be adjusted,the product structure needs to be optimized,do market segmentation is not perfect etc..In this connection,the proposed improvement strategies including the improvement of agricultural products in the number of the control and quality control,optimizing the price adjustment mechanism,expand the wheat marketing channels,adjust the company's customer base,according to changes in consumer demand,development oriented storage mode and product structure innovation need to continuously optimize and strengthen market segmentation etc.For These suggestions fully play a role,and also provide the organizational and institutional safeguards.At present,XL Grain Trading Company is located in the provinces is vigorously developing the industrialization of staple food and grain processing,the formulation of relevant policies for grain trade enterprises to provide the accurate direction in the formulation of the marketing strategy,so that enterprises can create better development for the enterprises in accordance with the laws of market competition marketing strategy.Therefore,the research results of this paper will also be of great reference value and practical value to the development and improvement of marketing strategy for other similar enterprises in the same predicament.