Study On Domestic Marketing Strategy Of Poultry Products Of DZ Company

Since entering the 21 st century,China's economy has developed rapidly,people's living standards and quality have improved significantly,and more and more meat products appear on people's tables.Poultry meat,because of its low fat,low calorie,low cholesterol and protein nutritional value and characteristics,makes it more conforming to people's nutritional needs compared with traditional red meat such as pigs,cows and mutton.With the opening of the domestic market,foreign well-known large-scale poultry enterprises began to seize the domestic market,and the continuous emergence of new domestic brands has also intensified the market competition and structural changes of consumer groups,bringing survival crisis to many poultry production enterprises.In the market competition environment,how to make use of the enterprise's own advantages,make decisions and choose a marketing strategy with perfect and matching degree and high executability,and then strengthen brand building,improve market competitiveness,and seize more market share is the most important thing.This paper takes DZ Company,an old poultry product manufacturer in China,as the research object.Firstly,on the basis of marketing theory,the research methods and technical routes involved in this paper are analyzed and planned on the basis of reviewing the current research situation at home and abroad,as well as the related marketing strategy theories such as 4PS theory and STP theory.Secondly,combined with the basic situation of DZ company and the marketing status of poultry products of DZ company,the problems in the current marketing strategy are analyzed.Using PEST analysis and SWOT analysis,this paper explores the marketing environment of DZ Company.Then,according to the actual characteristics and future development goals of enterprises,grasp the market dynamics,formulate the most reasonable marketing strategies from the four aspects of products,prices,channels and promotions,and finally put forward corresponding implementation safeguard strategies,such as establishing a scientific human resourcessystem,actively expanding network marketing,changing marketing concepts,etc.,to ensure the implementation of marketing strategies.It is hoped that through this study,using the relevant marketing theory knowledge,this paper will analyze and put forward suggestions for improvement of marketing plan,provide decision-making reference and information support for the promotion of the sales volume and brand competitiveness of poultry products of DZ Company,and provide reference for the formulation of marketing strategies for the industry's peer enterprises.