Research On Product Strategy Of C Salt Company Under The Reform Of Salt Industry System

With the development of economy,salt monopoly system has caused some disadvantages,such as extensive development of salt industry enterprises,backward technology,excessive dependence on policies,lack of market sensitivity,unreasonable industrial structure and management system.In 2017,the implementation of salt industry system reform broke the original situation of integration of government and enterprise.Salt companies have moved from monopoly to market competition.Company management,business strategy,marketing and team building are facing all-round opportunities and challenges.In the face of reform,it is an important topic for every salt enterprise to develop a product strategy to adapt to market changes and occupy a favorable position in the competition.This thesis makes a lot of research on the theory of product strategy at home and abroad and the operation status of C Salt Company.Through a market questionnaire survey of consumers,this thesis analyzes the problems existing in the product strategy of C Salt Company in five aspects: product positioning,product brand,product packaging,product portfolio and product service.Through the analysis of the problems,the following specific schemes are put forward.In terms of product positioning,the company meets the needs of different consumers by diversifying product functions,differentiating price positioning and improving product quality;In terms of product brand strategy,by strengthening brand awareness,clarifying brand positioning and strengthening brand management,make the brand become an important starting point for enterprises to improve the quality and efficiency of economic development;In terms of product packaging strategy,we should start from three aspects: diversification of packaging design style,improvement of packaging quality and establishment of green and environmental protection packaging concept,so as to help the salt company open a new situation in the homogeneous and competitive market;In terms of product portfolio strategy,fill the product line,extend the length of product portfolio,increase the depth of product portfolio,adjust the product relevance according to local conditions,and attract the attention of consumers with richer product lines and product items;In terms of product service strategy,we should establish a two-way communication mechanism,strengthen the construction of service distribution channels,change the service concept,improve the promotion ability and enhance the ability of service competition.It is hoped that the research of this thesis can help C Salt Company improve its market competitiveness,develop a broader market,complete the transformation and development of the company,and also provide reference for the operation of other salt industry enterprises.