Research On Preserved Flower Marketing Strategy In Japan Of Yunnan WR Company

With the deepening of global economic development and the improvement of China's production level,the export volume of China's domestically produced preserved flowers has increased dramatically.In particular,preserved flowers produced in Yunnan has occupied a large market share with lower raw material price and lower labor cost.The preserved flowers products are very popular in the developed countries of the world.The preserved flower can be preserved for three to five years on the basis of retaining the same color and feel as the flowers,and the preserved flower can be processed into flower boxes,household products,jewelry boxes and other different products,which can be meet the diversity of current market needs.preserved flower and fresh flowers have the same characteristics,so there are commonalities in marketing,but at the same time,the particularity of preserved flower also shows different problems in marketing.WR is a medium-sized preserved flower company that integrates production and processing.The products of WR are mainly exported to Japan,South Korea,Europe and the United States.Based on the marketing strategy of WR preserved flowers in the Japanese market,this paper is main discussing the marketing strategy in detail through model analysis,literature analysis and research on existing data.Based on the existing research results(mainly the research results in marketing),this paper analyzes the marketing conditions,advantages and disadvantages of WR's preserved flower in the Japanese market by using SWOT and PEST models.According to the model analysis,the WR company's preserved flower products are both superior and inferior,WR company has not only opportunities but also threats in the Japanese market.So how to choose the target market for WR's preserved flower products? How to choose the target customer of the product? How to develop a marketing strategy in line with WR's current situation based on the company's products and services to expand the share of WR's preserved flower in the Japanese market? It is the focus of this paper.This paper analyzes the characteristics of the current preserved flower market in Japan through the STPmarketing strategy,and based on this,determines the target market that WR should enter.WR should choose a first-tier city with a high degree of internationalization and gradually expand into second-tier and third-tier cities.After clarifying the direction of the market,this paper elaborates on the marketing plan of the preserved flower in the Japanese market from the price strategy,product strategy,channel strategy and promotion strategy through 4P theory and puts forward the method of guarantee scheme implementation.