Research On The Marketing Strategy Of R Company's Aizhen 300 Crea

Since the 21 th century,with the rapid development of China’s domestic baking and tea industry,the cream market is also growing rapidly,due to production technology and milk source and other issues,most of the cream products on the market in China have always relied on imports.Imported products have the advantages of excellent milk source,good taste and high quality,but imported products also have problems such as long entry time,unstable supply and large price fluctuations,especially since the outbreak of the global epidemic in early 2020,and affected by policy changes in import and export trade between countries,the drawbacks of imported products have been exposed.At this stage,the vegetable fat and mixed cream independently produced and sold by domestic cream manufacturers have been relatively mature,and domestic vegetable fat and mixed fat cream products also occupy most of the domestic market,but compared with vegetable cream cream,animal cream has a natural and rich flavor,lower melting point and better mouth,which is more in line with the needs of end consumers.There are mature whipped cream preparation technology and processing technology in foreign countries,and there are many brands.The research on whipped cream in China started late,and the research on creamy cream was lacking.Although the domestic cream industry started late,but the market demand for cream is increasing,huge market space and independent research and development and production of high-quality cream has become one of the hot spots and difficulties in the research of the dairy industry,how to get rid of the dependence on imported products and produce their own stable supply and good quality cream is an urgent problem for cream manufacturers.This article focuses on the domestic cream launched by cream manufacturer R Company R in early August 2020,Aizhen 300 cream,which has been on the market for more than a year,and the slow growth has not reached the expected ideal target,and the market coverage is also small.This paper combines marketing theory,dairy product marketing strategy and other related theories to summarize the overview of R company and the basic situation of the cream industry.The internal and external marketing environment of Aizhen 300 cream is analyzed,the competitive environment of the product is analyzed through market industry dynamic information,and the current product,price,channel and promotion marketing strategy of the product are analyzed and its marketing problems are found.Combined with online questionnaires and offline interviews,we conducted more in-depth market research on Aizhen 300 Cream.Through a detailed analysis of the results of the survey and interviews,it was found that it was deficient in the market.Finally,the comprehensive analysis believes that the development prospect of Aizhen 300 cream is good,and puts forward relevant optimization suggestions for the marketing strategy of the product,such as improving the formula and upgrading the product;Product image enhancement;improve the quality of additional services;Grasp the way of cost performance and implement price differentiation;Integrate resources and improve the construction of distribution channels;Accurately publicize and promote product features,enrich promotion methods,etc.,hoping to find a breakthrough for the product to increase sales and market share.