Research On Marketing Strategy Of Durian Products Of Thai Fresh Fruit Trading Co.Ltd.

China is a big country of fruit consumption.Especially in the context of the stead y growth of fruit consumption market in the last ten years,the imported fruit market al so continues to boom.Meanwhile,durian is the most familiar fruit among the importe d fruits from tropical southeast Asia.With the rapid development of Internet business i n recent years,e-commerce marketing in the era of big data has brought great changes to China's business model.Based on fresh fruit trading co.,LTD.,durian produ ct marketing as the research object,under the support of theory combined with fresh f ruit trading co.,LTD.,comparing the actual operating situation analysis,makes every effort to get more appropriate marketing strategy,help Thai fresh fruit trade co.,LTD develop better and in line with the marketing plan for the development of the compan y.Analyze the development feasibility of durian in the Chinese market from the asp ects of political environment,economic environment,population,culture,natural envi ronment and technical factors by using PEST theory module;At the same time in the micro environment also carried out: industry analysis,enterprise internal analysis,pee r competition analysis.Based on the analysis of SWOT theory model,the main advant ages of taishen's durian products are as follows: good quality of durian product s,combination of online and offline marketing mode,and abundant customer resource s.The main disadvantages are: low brand awareness,lack of funds,lack of talent,duri an products lack of professional packaging.Opportunity: the cold chain of air freight d urian formed a sound industrial chain,fresh durian consumers recognized.Threats: inc reased competition in the industry,lack of technological innovation.Through compara tive analysis,Thai fresh fruit trading co.,ltd.should attach importance to and adopt S O combination strategy in the marketing of fresh durian.First of all,Thai fresh fruit trading co.,ltd.should pay attention to the development of its own orchard,increase the planting range of more durian varieties,at the same time,increase input in the product ion area cooperation,to provide stable and high-quality durian.Secondly,deepen coop eration in cold chain logistics to provide stable,high-quality and safe delivery service s in future product transportation.Strive in the fierce competition in the fresh durian m arket to achieve better advantages and development.This paper analyzes the marketing status and problems of taixin company from t he aspects of product,price,channel and promotion in the 4P theory.It is found from t he analysis that the unstable supply of products and quantity of durian produced by tai sheng company leads to large price fluctuations,and the countermeasures of retail pric e are not flexible enough.Immature warehousing and logistics distribution;Low degree of specialization of sales staff,insufficient brand publicity and other problems.After the investigation and analysis of marketing strategies,the target market is r epositioned,and STP theory is introduced to segment the market,so as to find out the differentiated competitive advantages of the company in operation.Through the analys is of the 4 ps marketing mix of Thai fresh products for feasibility study,and can let Th ai fresh company in the marketing strategy smoothly and get better effect,the compan y also set security system,the personnel training,evaluation system,standardized con struction,and the stability of the system of supply and demand,the partner system is o ptimized,the Thai fresh company in the future business to in the fierce competition of durian market gradually out of the development of its own unique advantages.