| In recent years,due to the increasing integration of the feed industry,as large feed enterprises have strong capital as a support,and constantly expand the market,the competition in the feed market continues to intensify,and the living space of small and medium-sized feed enterprises is getting smaller and smaller.Coupled with the rise in raw material prices for feed,the rise in energy prices and the improvement of food safety,product quality and environmental protection standards due to African swine fever in 2019 and the epidemic in recent years,these factors have led to the rise in feed costs,the overall profitability of the feed industry is declining,and the profit margins of feed companies are getting narrower and narrower.In the face of such a situation,as a small and medium-sized enterprise in the feed industry,in order to survive in the market,it is necessary to use the knowledge and theory of marketing management to carry out overall marketing design according to the diversified needs of the market and the resources and characteristics of the enterprise itself,and formulate a scientific,reasonable and systematic marketing strategy.In order to systematically study the problem,this paper uses the PEST macro environment analysis method to analyze the entire macro social and economic environment faced by the company,analyzes the competitive environment of the company using the Porter Five Forces model,and analyzes the internal environment of the company by using the SWOT analysis method.At the same time,this paper also uses the STP analysis method to analyze the company’s market segments,target markets and market positioning.The use of these models and methods makes this paper based on a scientific,comprehensive,and systematic analysis.On this basis,the problems existing in ZGL’s marketing are further analyzed,and the target market of ZGL is re-divided,and then the company’s marketing strategy is redesigned and formulated on the basis of the analysis of the four aspects of product,price,channel and promotion based on the 4P marketing theory model as the framework.Adopt product strategy,pricing marketing strategy,channel marketing strategy,and promotional marketing strategy.Among them,product marketing strategies include research and development of new product strategies,product packaging strategies and product customization strategies.Price strategies include product pricing strategies and price management strategies.Channel strategy includes channel structure adjustment strategy and channel management strategy.Among them,the channel management strategy includes dealer performance appraisal,classification management,incentive and conflict management.Promotional strategies include strengthening online promotions,strengthening traditional media marketing,and strengthening PR marketing.Finally,according to the needs of new marketing strategies,practical measures are formulated.In this way,ZGL’s marketing strategy is well implemented. |
