Research On Marketing Strategy Of XW Company In Shandong

Food is a necessity for human production,and the corresponding food industry is also the life industry of human beings.The food industry has a very long history and is long-lasting.Although emerging industries are generally integrated into the market as a river,the food industry has been firmly occupying the position of the world's largest industry.However,due to the large number of its own population,China occupies the world's largest meat producing country,and China's total food production and total sales rank first in the world.Due to the continuous development and progress of the economy and society,China's food has undergone great changes in consumption and structure.The main feature is the rapid increase in market demand for meat products,but compared with other Western countries.In fact,the structure of the meat market is not scientific and reasonable,because the share of the meat products market is relatively small.In 2017,the meat produced in China accounted for 19% of the total meat production.According to the general rule of developed countries,meat products should account for 30%-50% of the total meat production.In Germany,it accounts for More than 60% of the relationship.This shows that China's meat products market has a lot of room for development.The development of the meat products market is related to China's national economy and people's livelihood,and has a large industrial capacity scale.However,there is a widespread mismatch between the current market and the extremely fierce competition.Imitations occupy a large part of the market space,leading to higher and higher homogenization of products and services.The number of corporate brands that maintain differentiated competition is relatively small.The enterprises in the meat industry insist on innovative marketing strategies.It is rare to see that a large number of brands are engaged in cruel and fierce competition in the market.And this just confirms a classic about marketing development: in the 1980 s,products can occupy the market;in the 1990 s,high-quality advertising can occupy the market;inthe 21 st century,differentiated and reputable brands must be established.The company can win the favor of the market.1996 was the year of the establishment of XW Group.The core business philosophy of XW Enterprise was to create XW international brand and realize the revitalization of national food industry.Through more than 20 years of unremitting efforts and continuous development,it has become the low temperature meat products of Shandong Province in China.Industry leader.The company insists on innovation and development,and has successfully listed more than 30 kinds of products,both Chinese and Western.At present,the company's new reserves have reached 20 kinds,and the annual sales profit has reached 1 billion yuan.The company actively promotes the long-term development of the chain-directed sales model,gives full play to the effectiveness of brand marketing,and strengthens its own technological innovation capabilities.In order to open up foreign markets,XW has invested in establishing a factory in Canada,starting from the local Chinese supermarket as a starting point for development,and actively exploring foreign markets such as North America and Japan.However,due to the increasing competition in the current market and the diversification and individualized development of consumer demand,XW Group has also emerged a series of problems,such as: the sales growth is gradually slowing down,the fixed consumer groups are over-aged and the operating costs are constantly increasing.Rise and so on.And how can we promote efficient management of marketing,accurately grasp market demand,and identify product positioning? That is to say,we should work together to solve both internal and external aspects,promote the implementation of refined management and innovation mechanisms within the Group,and strengthen the open source and reduce expenditures.Externally,we must constantly improve the quality of our products and services,and actively face both domestic and foreign.Competition in the market,occupying more market share,adopting a development model of differentiated competition and enhancing its competitive advantage.These are the problems that need to be solved to promote the company's long-term stable development.This paper deeply investigates and analyzes the actual status quo of XW Group's current marketing management,and according to the shortcomings and problems in the marketing field of Shandong Province as the basic point of research,combined with what it has learned and through analysis and analysis of relevant marketing theories,Based on the current macro-era background and the internal and external environment of micro-enterprises,a series of effective suggestions and strategies are proposed for how to segment the market,enhance the competitiveness of enterprises,and promote the long-term stable development of enterprises.In addition,the correct understanding of the unique objective laws in the marketing of meat products,in order to provide the same enterprise with a series of effective marketing methods for their reference.