Research On The Marketing Strategy Of M Company’s Winter Jujube Products

For a long time,China has attached great importance to the "three rural" issues,in which the farmers’ issue is the core of the three rural issues,and how to promote the increase of farmers’ income has become the key to solve the farmers’ problem.Farmers mainly increase their income by selling agricultural products.Therefore,the urgent problem to be solved in rural development is how to promote the sales of agricultural products with the help of new technical means.Zhanhua Winter Jujube in Zhanhua district is one of the local characteristic products.Local people from all walks of life pay great attention to the sales of this agricultural product.However,up to now,the sales of Zhanhua Winter Jujube is still in the passive sales state of waiting for door-to-door acquisition and self-produced and self sold,resulting in the inability of significant growth in the sales of winter jujube in this region and low brand awareness.The local government regards Zhanhua Winter Jujube sales as a key project and also a core project for revitalizing the countryside.Company M is a leading enterprise selling Zhanhua Winter Jujube in Zhanhua district.The sales situation of company M can directly determine the sales situation of Zhanhua Winter Jujube to a certain extent.Therefore,this study selects M company as the research object,analyzes the sales situation of Zhanhua Winter Jujube of the company,and puts forward reasonable,scientific and highly consistent Optimization Countermeasures with the development needs of M company based on the development overview of M company and a series of contradictions and problems existing in the sales process,which has certain practical significance.Based on the marketing theory,this study systematically studies the marketing strategy of winter jujube of M company by using a variety of methods such as case analysis and literature research.Firstly,it analyzes the organizational structure,human resources,packaging level and storage capacity of winter jujube of M company.Then it makes a specific analysis of the company’s marketing situation from multiple angles,including channels,prices,products and promotion.In order to accurately grasp the problems existing in the marketing process of M company’s winter jujube,we need to design an appropriate questionnaire and conduct a questionnaire survey to understand the shortcomings of M company’s winter jujube product marketing from the data,so as to prepare for the following research.Secondly,it expounds the relevant theoretical concepts involved in the research process of this paper,such as marketing positioning theory,marketing concept,theoretical framework and so on.Third,analyze the marketing environment of M company,combined with situation analysis method,Porter’s five forces model and PEST analysis method.The results show that China has given diversified support to the development of agriculture,rural areas and farmers,and created a good policy environment for the sales of Zhanhua Winter Jujube;At the same time,the income of domestic residents continues to grow,so the consumption level continues to rise.This situation is very favorable for Zhanhua Winter Jujube to open the market.Fourth,combined with the analysis results,reposition the target market of M company,choose high-quality and health as the positioning of agricultural products,strictly control the quality and quality of winter jujube,and form a healthy and high-end impact in the outside world,so as to continuously enter the private customization and medium and high-end market.In addition,it also optimizes the marketing strategy of M company from the aspects of price,channel,product and promotion.