Research On Apple Marketing Strategy Of Tianshui Desheng Co.,Ltd.

With the improvement of people's living standards,the consumer's demand is becoming more and more pluralistic and the demand of specialty agricultural products with "green" and "healthy" labels is increasing,at the same time,it is also accompanied by fierce market competition.Therefore,the original sales models of specialty agricultural product operating company don't adapt to the new market changes any longer.In order to breaking the bottleneck of the original marketing model and the survival and development in the highly competitive market,the company must optimize their marketing strategies in time to ensure the good operation of company and achieve sustainable development.Tianshui Desheng Co.,Ltd.is a private company with acquisition,marketing and import and export of apples and other agricultural.The company has the advantages of origin and cost which constantly integrates resources and combines towns and farmers to set up a professional fruit planting base.It can guarantee the source of products and product quality,but the sales of the company's products is not very optimistic.The main reason is that Desheng company does not adjust the marketing strategy in time in the new market environment,which makes the company's products more substitutable and consumers lack of loyalty.This paper analyzes the problems and causes in the marketing process of Desheng company,which uses PEST analysis method,Porter's five-forces model analysis method and SWOT analysis method to analyze the macro-environment,micro-environment and internal environment of the company.On the basis of comprehensive analysis,the paper uses STP analysis method by sorting out the results of questionnaires and interviews to determine the target market of company's products and the market positioning of company.At last,it puts forward the combined marketing strategy of "product-customer-connect ion","price-cost-response","channel-convenience-relationship","promotion-communic ation-return" by using the theories of 4P,4C and 4R.Tn a word,This paper analyzes the factors combined the company with consumers in the marketing process which puts forward combined marketing strategies which are more perfect and more suitable for the development of the company.And the strategies can effectively solve the problems faced by the company at present,help the company fulfill the coordinated development of the marketing system,stabilize the existing market,expand the potential market and stay competitive.At the same time it can also provide ideas for other characteristic agricultural products purchasing and storing company in marketing strategies,and provide reference for optimizing and upgrading of marketing pattern.