| As the most important element of daily cooking,condiment is a necessity for today’s residents.As the focus of the development of condiment industry,vinegar industry has great room for progress in the development of the vinegar market.According to the relevant data released by China Condiment,the development speed of vinegar industry is the fastest in the condiment industry,and also the most dynamic industry.The existing vinegar industry is experiencing industrial integration and upgrading.Many condiment enterprises have begun to innovate and upgrade production technology,and carry out integration and extension of their own industrial chain.In the case of increasingly developed market environment,these measures will enable vinegar enterprises to calmly meet market changes,and constantly improve their production level.At present,there is fierce market competition in the condiment industry,so it is very necessary to win the favor of consumers in the complex market environment,realize the profit maximization of enterprises,optimize and implement targeted marketing strategies.Company A is the leading condiment enterprise in S city,with mature production technology and A long history.However,vinegar products are characterized by homogeneity.With more condiment production enterprises entering the vinegar market in a large scale,Company A is faced with a series of unfavorable situations such as increasingly fierce competition in the industry and declining growth rate of product sales.How to promote vinegar products through the formulation of products,prices,channels and promotional marketing strategies,to achieve the purpose of stabilizing and recovering,and to find a way to take off in the fierce market competition,this is a very worthwhile topic.For Company A,on the one hand,it should continue to maintain the unique value of its time-honored brand and seek to continue its development in the original.On the other hand,the changing market environment requires enterprises to make continuous progress to catch up with social development.Therefore,marketing is very important for the development of enterprises.Marketing strategy can bring more development opportunities for enterprises and achieve more powerful competitive advantages.In this paper,on the basis of referring to A large number of relevant literature,on the basis of 4P theory and STP theory,the in-depth research of A company’s vinegar market,A company’s vinegar products are analyzed,so as to find some problems in the process of marketing.By using PEST,Porter’s Five Forces,SWOT and other analytical tools to analyze the macro-environment,industrial environment,severe situation and strategic opportunities of vinegar products of A company,the marketing strategy suitable for vinegar products of A company is developed from the aspects of product,price,channel and promotion.Finally,the guarantee conditions for the implementation of marketing strategy are discussed.Improve the market competitiveness of A company’s vinegar products,and promote A company to stand out from the competition in the vinegar market. |
