Marketing Strategy Improvement Research For FIC Company's Food Ingredients And Additives

With the convenience of network technology,the transparency of information in the international market is getting higher and higher.It is easy for foreign customers to find suppliers of different products.And with the improvement of China's edu cation level,more and more international talents have emerged,which has improved the service level of the entire export industry,whether it is factories or small foreign trade companies.At the same time,the demand of international customers for product price,quality and service is also increasing,and the demand of customers is becoming more and more difficult to control.From the perspective of the global economy,the global economy is slowly recovering,medium and long-term growth is still weak,and the world economic growth continues to be low in 2017.China's environmental protection policy in recent years is intensifying,making the cost of the chemical industry increased sharply,which also led to the production of some products outflow,China's overall industry price is losing its advantage.From the point of view of the consumption concept and habits of the global consumers,the vast majority of consumers pay more and more attention to food safety and health,the pursuit of pure natural,non-synthetic food slowly become the mainstream.However,the addition of synthetic food additives has become increasingly exclusive,making large food manufacturers demand more natural to replace existing sweeteners,antioxidants and so on.FIC Food Additives Company is a private export-oriented enterprise mainly for food additives.Founded in 2006,FIC is committed to serving small and medium-sized enterprises abroad and has become an important part of the food industry chain.After more than 10 years of rapid development,it has become a leading supplier of food additives at home and abroad.But with the change of international environment,the emergence of foreign trade talents,the low entry threshold of foreign trade,the rapid increase in the number of competitors and the imperfection of the internal mechanism of the company,the FIC market growth in recent years is weak,facing enormous crises and challenges.FIC Food Additives Company urgently needs to take the lead in breaking through the current developme nt environment to achieve the company's growth again.The current marketing strategy is not very suitable for the current market environment,it should be adjusted to achieve the goal of market growth.In this paper,by means of SWOT tools,FIC company's existing marketing strategy analysis,internal factors,external factors of a comprehensive analysis of the company's product strategy,price strategy,promotion strategy and channel strategy,to find out the FIC food additives company's marketing strategy deficiencies.In the face of the problem,through the system of successful customers questionnaire survey to obtain first-hand data,and data analysis,to understand the deeper needs of customers,to find the ultimate marketing strategy.Based on the above analysis,the marketing suggestions for FIC food additives company are put forward.