Research On The Marketing Strategy Of Blueberry Products Of Qingdao K Company

Qingdao K company is the only dual-listed enterprise in domestic food industry,focusing on agricultural production for more than 20 years and dedicated to promoting the transformation and upgrading of modern agriculture.Blueberry business is an important business segment of Qingdao K company.It is still in the primary development stage,the market demand has not yet been subdivided,the market positioning is not accurate,and currently lacks competitiveness in the industry.This is closely related to the lack of a clear overall strategy applicable to the development of Qingdao K company.Focusing on the agricultural production and processing industry,the bottleneck of blueberry business development faced by Qingdao K company is a microcosm of similar problems in the industry,and there are many enterprises in a similar dilemma as Qingdao K company.Therefore,it is imperative to look into the development of Qingdao K company’s blueberry business,identify the reasons that restrict its business development,and propose marketing strategies to support its blueberry business development based on this.Using macro PEST analysis and Porter’s five forces model,the macro environment,industry competitive environment and internal resource conditions of Qingdao K company were systematically analyzed.According to the 7Ps marketing theory and the research results of blueberry product market,this paper finds various problems that hinder the development of Qingdao K Company.Combining the classical SWOT corporate strategy analysis tool and the field research of Qingdao K company,the 7Ps marketing theory are used to propose a marketing strategy that is in line with the internal and external factors of Qingdao K company.The solution for the implementation and control of the marketing strategy is given.Specifically,through the analysis of Qingdao K company’s external macro environment and industry environment,it was found that the current future market opportunities in the blueberry products industry outweigh the challenges and the market expansion provides a lot of opportunities for the company.At the same time,the investigation and visit found that there are problems in the internal operation and management of the company,but the company has certain internal resource advantages compared with its competitors in the industry.The results point out that Qingdao K company should seize the market opportunity and choose a growth-oriented strategy,and based on this,the implementation measures for each functional department of the company are proposed in detail.The thesis combines marketing theory,modern marketing management strategy analysis tools and the actual situation of Qingdao K company.It provides guidance and suggestions for the development of Qingdao K company,and also provides reference for other small and medium-sized agricultural processing enterprises in similar situations.The thesis clarifies the marketing strategies for the future development of Qingdao K company,as well as the strategies at each functional level,which will support the further development of Qingdao K company and help it create a competitive advantage in the green agricultural products industry.