Study On The Marketing Strategy Of The Limited Company Of Hunan Zhijiang Hexiang Duck

Over the past decade,with the gradual improvement of consumer living standards.Consumers have also undergone fundamental changes in dietary structure and consumption habits,and many residents prefer healthy and nutritious food.Poultry food is the most important source of animal protein besides pork.China is a big duck farming country,and duck products are also favored by consumers.With the continuous growth of duck products enterprises,a large number of enterprises such as "Zhou Hei Duck","Yuwei Duck Neck","Shunhua Duck Industry" have emerged,and the market competition is also very fierce.As a regional brand,Hexiang duck industry also faces many operational problems.Based on the modern marketing theory and the current situation of duck products industry in China,the marketing strategy of Hexiang duck industry was studied and discussed in this paper.Firstly,the external and internal environment of Hexiang duck industry is analyzed.The external environment is analyzed from the operation of the duck products industry in Hexiang.In the internal environment analysis,it mainly analyzed the marketing ability,technical advantages,human resources matching and corporate culture of Hexiang duck industry.Secondly,according to the marketing status and product characteristics of Hexiang duck industry,the market analysis is carried out,and the target market of Hexiang duck industry is analyzed in detail by using STP strategy.At the same time,the 4Ps marketing theory is adopted to focus on the market positioning of Hexiang duck industry "duck products that family members like".In terms of product strategy,product analysis is carried out from the aspects of category combination,service strategy and brand strategy,price strategy and channel strategy are analyzed from online and offline respectively,online and offline strategies are formulated,and promotion strategies are formulated in combination with multi-dimensional promotion methods.Finally,according to the actual situation of Hexiang duck industry,through the optimization of organizational structure,formulation of effective incentive system,building a strong executive team and the construction of corporate culture,we formulate detailed safeguards for the effective implementation of the marketing strategy of enterprises.In this paper,firstly,the application of traditional characteristic agricultural duck products enterprises and domestic duck products enterprises can be used for reference in theory.In addition,in practice,we can guide the marketing activities of Hexiang duck industry by formulating detailed contents of marketing strategies and effective implementation plans to help Hexiang duck industry maintain an invincible position in the fierce market competition environment.