Study On Marketing Strategy Of Ji’nan XCH Technology Co., Ltd

With the comprehensive development of human society,countries around the world pay more attention to the earth’s ecological environment.In modern times,due to the influence of historical factors such as economy and culture,China’s green agriculture started late,but the demand of various ecological agriculture-related industries is increasing.The existing research on marketing strategies of agriculture-related enterprises has some defects in perspectives,contents and empirical area,which is difficult to provide cutting-edge theory and practical basis for ecological plant protection enterprises to implement systematic marketing strategies.Based on the above background,this thesis makes an exploratory analysis of the marketing strategy of Jinan XCH Technology Co.,Ltd.in order to provide systematic theoretical and practical reference for the problems that Jinan XCH Technology Co.,Ltd.and small and medium-sized private enterprises in China’s ecological plant protection industry may encounter in the process of marketing activities.Therefore,this thesis first uses PEST analysis to analyze the macro environment of ecological plant protection industry,then SWOT analysis is used to analyze the competition situation faced by the company,and its main competitors are briefly analyzed.With the help of the existing research results,combined with the background and purpose of this study,the development direction and planning countermeasures of Jinan XCH Technology Co.,Ltd.’s marketing strategy are clarified.According to the theory of the STP target market of the Jinan XCH technology co.,Ltd.’s target market can be divided into the government organs,agricultural enterprises and agricultural practitioners.With the help of the company’s sales and sales income in recent years to judge,the three market segments represented by prefecture-level government agencies,green agricultural production and processing enterprises and new farmers are selected as the main target markets with greater development potential and more stable market share the market positioning of making good use of brand strategy,ensuring product quality and striving for the first place in the industry is determined.In the implementation of Jinan XCH Technology Co.,Ltd.’s marketing strategy,this thesis establishes the company’s marketing strategy system based on the 7Ps marketing theory.On the basis of the traditional product,price,promotion and place strategies,a marketing strategy system focusing more on people,process and physical evidence strategy is established.In line with the company’s market positioning,in line with the modern marketing process of enterprise staff and service process,such as service marketing is increasingly valued by the consumer market direction.Flexible product differentiation strategy,pricing strategy,personnel strategy,the combination of marketing and media marketing promotion strategy,service system and the tangible demonstration of appropriate strategies such as marketing strategy should be adopted to meet the needs of company’s sustainable and healthy development.Finally,in order to ensure the Jinan XCH technology co.,Ltd.implement the marketing strategy smoothly,the company should give adequate support to sales team in the institutional guarantee,talent and technology security,logistics three aspects,including senior management support,perfect marketing team structure,the scientific research foundation and improve the system of human resource,incentive,etc.