Research On Improvement Of Marketing Strategy Of SY Deer Industry Company

With the continuous improvement of China’s economic development level,people’s living standard keeps improving and consumers’ awareness of health care is awakening.All these changes make health care industry develop rapidly and per capita health care consumption expenditure on the rise,all kinds of health care products are overwhelmed,and the competition is increasingly fierce.In recent years,the policy of sika deer breeding constantly open up.It is a great opportunity for deer enterprises.Deer breeding is increasingly standardized,deep processing capacity is increasingly enhanced,and deer-related food and health products continue to flood into the market and are favored by consumers.As one of the three largest deer raising countries in the world,China is the first country to breed deer and apply deer and its by-products in medical care.Deer,known as "fairy beasts",has both ornamental value,edible value,medicinal value,health value and cultural value.Deer itself is full of treasures,each part has its own function.So deer is very popular among people during a very long history.With the continuous rise of deer enterprises,deer health products emerge in endlessly,how enterprises can stand firm in the flood of competition,how can they better adapt to the new era,new technology and consumers’ new demand?Although deer breeding has a long history in China,deer health products industry is a totally new industry,with broad market prospects and rapid development,but it also has many problems,such as serious product homogenization,single channel,outdated promotion methods,etc.SY Deer Industry Company is located in Shuangyang District,Changchun,Jilin Province.Shuangyang is called "the hometown of sika deer in China".SY Deer Industry Company is a provincial and municipal key leading enterprise,playing the role of leading and guiding the development of the industry.However,with the change of market demand,the existing marketing system has been unable to meet the growth of enterprises,which is not conducive to the sustainable development of enterprises.Therefore,this paper chooses SY Deer Industry Company as the research object and takes the improvement of marketing strategy as the research theme,in order to provide new ideas and new models for the marketing strategies of deer enterprises or related enterprises in Shuangyang and even the whole country.Combining with literature reviews at home and abroad,making use of STP,4Ps,etc.marketing theory comprehensive analysis to analyze the current marketing strategies of SY Deer Industry Company,deeply analyze its existing problems and reasons and offer SY Deer Industry Company the marketing strategy improvement suggestions.It includes adjusting market positioning which should accord to the market changes from the perspectives of gender,age and other factors to further subdivide target market,and should focus on female consumer groups and young and middle-aged consumer groups;defining and segmenting product functions,adjusting a reasonable product structure,creating star single products,highlighting product features,strengthening scientific and technological research and development,enriching product lines,paying attention to packaging design with practicality and cultural tone;reasonable pricing,we should implement appropriate high-price strategy for high-end products,enrich mid-range products,implement low-price promotion strategy for health wine,standardize the price of each platform to build and maintain online store reputation,and set up reasonable price fluctuation range;standardize the audit of franchisees,stipulate the corresponding rights and obligations,broaden sales channels,both online and offline efforts;pooling wisdom,multi-channel publicity,recruiting talents,improving marketing level,promotion diversification,creative management.In order to guarantee the implementation of marketing strategy,four guarantee measures are put forward,including scientific breeding of good product source,attaching importance to the construction of brand and enterprise culture,strengthening government cooperation and speeding up the construction of information management system.