Research On Marketing Strategy Of LiuLiu Orchard Group

In recent years,along with the sustained and steady growth of China's national economy,per capita national income and disposable income of residents have been continuously increasing.People's demand for food has expanded rapidly,which has promoted the rapid growth of the food industry.At the same time,people's demand for food has not only met and eaten.Satisfied,but eat healthy and eat healthy.Under this background,in recent years,China's snack food industry has obtained broad development space and prospects,and at the same time,huge development prospects have brought rare development opportunities for enterprises in the snack food industry.However,in the face of rare development opportunities,the snack food industry still faces many problems such as serious homogenization,limited profit margin,and insufficient product development.Many leisure food manufacturers still face greater operational pressures.However,under the background of increasing competition in the current leisure food industry,it has become a problem that the leisure food industry must pay attention to by strengthening marketing,promoting enterprises to withstand pressure,seize opportunities,and achieve better and faster development.Based on this,this paper selects the research and analysis of the marketing strategy of the "liuliu orchard group",which is well-known in China and has a certain representative fruit and dried fruit snack food production enterprise.The liuliu orchard group is a modern group enterprise specializing in the cultivation,processing,sales and scientific research of special fruit products.It ranks first among the top ten enterprises in China's bakery foods and candied products,and is the leading enterprise in China's Meiquan industrial chain.The "Yameimei" brand of the company is a well-known trademark in China,and its products have been sold well throughout the country,becoming one of the popular snack foods popular among consumers.However,similar to many leisure food enterprises,in the early stage of development "the company's production and operation expansion is very rapid,but in recent years,in the increasingly competitive market environment,the company's development momentum has slowed down significantly,and has encountered a certain degree of development crisis.In the research on the marketing strategy of the liuliu Orchard Group,this paper firstly uses PEST theory,SWOT model and Porter's five-force model to comprehensively analyze the market environment of the liuliu Orchard Group and discover the market development opportunities and challenges facing the current enterprise.And the advantages and disadvantages of the company.Then through the in-depth analysis of the marketing status of the company's products,prices,channels,promotions,etc.,it is concluded that the existing product varieties in the current marketing are relatively simple,the product pricing is relatively low,the sales channels are not perfect,and the sales promotion methods are insufficient.And so on.Finally,in view of the above problems,it puts forward suggestions on improving product types and product packaging,adopting differentiated product price positioning,expanding online and offline sales channels,using new media to increase brand promotion,implementing information management and strengthening talent strategy.Through the research on the marketing strategy of the liuliu orchard group,the company can not only provide suggestions for the production and operation of the liuliu orchard group,but also provide a certain theory for optimizing the marketing model and speeding up the development of other similar snack food enterprises.The guiding role and realistic reference significance have prompted the current leisure food industry enterprises to embark on a road with their own characteristics in the market competition.