Research On The Marketing Strategy Of Highland Barley Products Of GZ Company

With the development of targeted poverty alleviation and the promotion of the strategy of rural revitalization,the industrialization of characteristic agriculture in China's rural areas,especially in the western backward areas,has become an important starting point for the success of the strategy.For Tibet,industrial development is even more urgent,which is closely related to the improvement of the living standards of farmers and herdsmen.At the same time,with the development of economy and society,many problems such as food pollution,industrial pollution,nonferrous food become increasingly prominent.People begin to pay attention to their own health and pursue the quality of life.More and more people begin to advocate "healthy,green,nutritious,delicate and characteristic" food.Under such practical needs and conditions,the development and promotion of highland barley industry will inevitably become the main means to get rich in Tibet.Many highland barley processing and sales enterprises have appeared in succession under the slogan of "plateau pollution-free green food",among which GZ company is one.Whether an enterprise can go far and fly higher has a decisive relationship with the marketing situation of its products.With the development and maturity of highland barley market,GZ company will also face more competitors inside and outside the region.In the face of more complex environment inside and outside the region,it is of great significance to continuously improve the marketing strategy of highland barley products of GZ company,so as to keep pace with the times of marketing for its long-term development.Taking the highland barley products of GZ company as the object,this paper makes a comprehensive analysis of the marketing situation of the highland barley products and puts forward suggestions for improvement.First of all,this paper introduces the background and significance of the topic,on the basis of which,the main research contents,methods and technologies are clarified,and the ideas for the following specific research are clarified;Secondly,it elaborates the basic concepts,connotations and characteristics of 4P,pest,STP and other theories and analysis tools in marketing,makes a refined analysis,summary and induction of the theories studied by scholars at home and abroad,understands the wisdom connotation of marketing,and lays a solid theoretical foundation.Thirdly,take GZ company as the specific research object,analyze its internal environment from the perspective of enterprise basic situation,operation status and product positioning,and analyze its external environment from the perspective of macro environment and consumer behavior,which provides a good reference for the improvement of marketing strategy and lays a solid foundation;After that,it systematically analyzes the marketing strategies used in the current GZ company's product marketing,and analyzes the shortcomings and problems in the current strategies combined with the actual situation.Finally,combined with the current internal and external environment and product positioning of GZ company,the paper puts forward suggestions for optimizing and improving the marketing strategy combination of highland barley products of GZ company from four aspects of product,price,channel and promotion.Then from the perspective of enterprise management and government behavior,the paper puts forward further safeguard measures and improvement suggestions,in order to effectively enhance the marketing strength of highland barley products of GZ company,increase sales revenue,provide consumers with satisfactory highland barley products,and realize the social benefits of industrial development driving regional economic development.