Research On Marketing Strategy Of Impression Of Amdo Company’s Pure Tibetan Honey Products

In recent years,with the improvement of living standard,healthy diet has become the focus of people’s attention,and health care products are increasingly favored by people.Impression Amdo Culture Tourism Development Group Co.,Ltd.focuses on plateau characteristic products and has launched a series of plateau honey products,"Pure Tibetan Honey",in an effort to open up the output channel of high added value of plateau characteristic products.But the company to Pure Tibetan Honey in the marketing ability is very weak,restricted the impression of the company further development.Based on the above research background,this paper take the segmentation market positioning as the entry ponint to study the marketing strategy of the Pure Tibetan Honey products.Firstly,the macroscopic environment of the honey products was analyzed.PEST analysis method is used to the Pure Tibetan Honey to analyze the macro environment.The industry environment is analyzed by adopting Michael Porter Five Forces Model.By means of questionnaire survey,the consumer market demand is analyzed,and SWOT analysis matrix is used to excavate the strengths,weaknesses,opportunity and threats of Impression Of Amdo Company.Secondly,the STP theory was used to segment the market of honey products,select the target market according to the market characteristics and the characteristics of the honey products to define the positioning of the honey products as the middle and high-end honey market,and complete the precise market positioning of the products.Then,according to the 4P theory,scientifically based on the market positioning of the product marketing strategy formulation,in the product,price,channel,promotion four aspects,the system design of marketing strategy.Finally,in the organization,system,personnel,capital four aspects to develop the marketing strategy implementation safeguard measures.Based on the theory of marketing mix,this paper has formulated a complete marketing strategy for Impression of Amdo Company,which provides an effective way for Impression of Amdo Company to enhance its competitiveness and establish its brand.At the same time,this paper has a certain reference significance for enterprises in Gannan region to make full use of the special products of the plateau to build brands with ethnic characteristics.