Analysis On The Marketing Strategy Of Kimchi Enterprise S In Meishan City Sichuan Province

As the representative enterprise of Sichuan Meishan Pickles,S company has many kinds of products and a wide audience.At the same time,S company also faces various competitive pressures from home and abroad in its development.Companies need to update marketing methods based on competitive environment as well as consumer demand to improve competitiveness.Based on this background,this paper studies the marketing strategy of S company,first summarizes the current development of Meishan pickle,then analyzes the marketing status and marketing problems of S company in detail,and finally puts forward the corresponding marketing strategy.For the S company to provide guidance for the follow-up marketing work,and Meishan other kimchi enterprises to provide ideas for the development of marketing.Research found that S company 4 Ps marketing,the existing problems include insufficient product competitiveness,price competitive advantage is not prominent,narrow marketing channels,single strategy and promotion.On the basis of the current marketing situation and problems of S company,the research puts forward that S company 4 Ps marketing improvement,the target market should be determined based on the theory of STP,and the groups of students,employees and housewives under 60 years old and earning less than 10,000 yuan a month should be selected,and further subdivision should be carried out,in which the group with income of less than 3000 yuan is positioned as cost-performance market;and the group with income of 3000-10000 yuan is positioned as a high-end product market.Market positioning Body for: high-cost market to provide relatively pro-people rigid demand food;high-end market,provide high-quality high-end gifts,focus on design,use the media to expand publicity.During the 4 Ps combination marketing,the quality and packaging management should be strengthened in the product aspect,and the price aspect should adopt the stratified pricing strategy,pay attention to the expansion of traditional and marketing and new media marketing channels;and adopt various promotional means to increase the sales volume of products.During the implementation of marketing strategy of S company,we should also promote brand management,optimize human resource guarantee,give sufficient financial resource guarantee and technical innovation guarantee.