Research On Product Marketing Strategy Of JY Company

In recent years,the food security issue has caused a series of catastrophic events,which has become a social issue closely related to the national economy and people’s livelihood,and has exerted a significant impact on the country’s economic development and social stability.There is an urgent need to strengthen food safety testing,improve the supply chain of food safety testing industry,and improve technical support methods^[1].At present,the inspection and testing industry in China is developing rapidly,and more and more enterprises are beginning to flood into the market in the field related to food safety.JY food safety technology co.,ltd.has advanced technology and personnel with relevant professional knowledge to start a business in the market segment of fast food safety testing.In the food safety industry under the condition of market competition intensifies,JY food safety science and technology co.,LTD.,as a manufacturer and distributor,r&d and sales have been a lot of pressure and resistance,no large foreign enterprises and other resources and channels of listed companies,is an urgent need to change their marketing methods,the use of new marketing methods to solve the problem of the market share is low,the influence is not enough to expand sales.In this paper,on the basis of reviewing the related literature,in combination with related marketing theory,the basic situation of JY food safety technology co.,LTD.,the condition of market environment,competitors,marketing analysis,using PEST,SWOT,as well as the method of questionnaire analysis about the present situation of its marketing problems,and then puts forward the improvement method and Suggestions.The main ideas,work and conclusions of this paper are as follows:First,the literature related to marketing at home and abroad was sorted out to lay a theoretical foundation for the follow-up research.Second,introduced the company’s basic situation and product characteristics.Third,analyze the market environment and competitive manufacturers with PEST analysis,and then analyze the internal environment with SWOT analysis and put forward the current marketing situation of the company.Fourth,the use of questionnaire,the overall analysis of the marketing status of the problems,analysis of the causes of the problems and analysis,put forward in the innovation of the dilemma.Finally,Suggestions on strategy optimization are put forward in the ways of channel expansion,product price,customer relationship,market response,promotion,service quality and market segmentation.By improving the marketing status of JY food safety technology co.,LTD.,this paper changes the production and marketing dilemma,increases the weight in the market,and provides some reference methods for start-ups in the same period.