Marketing Strategy Of Sanzhuliang Oat Germ Rice-based Market Research

Based on the current situation of the development of oat industry in China and the current development of the Sanzhuliang company,this paper aims at the dilemma of the market marketing of Sanzhuliang oat germ rice,in accordance with the problems found,the analysis of the problems,the general idea of solving the problems,and the marketing theories of market research,consumer behavior,and 4Cs marketing theory,Through field investigation,follow-up interview,questionnaire survey and so on,the qualitative and quantitative analysis of the problems existing in the marketing of Sanzhuliang oat germ rice is carried out.According to the market research results and marketing theories,this paper puts forward the suggestion that the value proposition of Sanzhuliang oat germ rice is "healthy main grain with quality life".According to this value proposition,according to the theory of market segmentation and the actual situation of the products,we choose to locate three subdivisions:chronic disease consumption market,health consumption market and occupational group consumption market.The corresponding marketing channels and activities were taken to construct a whole set of marketing strategies for oat germ rice.This paper provides a sufficient theoretical basis for the marketing strategy of Sanzhuliang oat germ rice,and has certain practical significance for promoting the development of the whole oat industry,improving the health level of the people,and even solving the problem of food security in our country.