Research On Marketing Strategy Of HAOxiangni Co., Ltd

With the development of China’s society and economy,the market competition faced by various enterprises has become more and more fierce.In this case,if enterprises can formulate high-quality marketing strategies and give full play to the role of strategies,they can effectively expand the popularity of their own corporate brands in the market environment.As a large traditional enterprise,Haoxiangni Jujube Industry Company should pay more attention to marketing activities and continuously optimize marketing strategies,so that all marketing work can achieve better results.This paper takes the marketing strategy of Haoxiangni Jujube Industry Company as the research object.Firstly,based on the relevant marketing theories and the literature of food marketing research,this paper summarizes the previous research results to provide a theoretical basis for this paper.Secondly,this paper systematically analyzes the internal and external environment of the enterprise by using PEST analysis method and Porter’s five forces analysis model,studies the market segmentation and positioning of Haoxiangni Jujube Industry Company through SWOT,and defines the market positioning and brand value of Haoxiangni Jujube Industry Company.Thirdly,using 4Ps theory,according to the above analysis results,this paper puts forward the marketing strategy.In terms of product strategy,the company should optimize its product portfolio and strive to improve its brand image.In terms of price strategy,the company should analyze the needs of consumer groups and formulate a hierarchical price system to make the prices of various products more reasonable and flexible.In terms of channel strategy,the company should do a good job in the innovation of online channels and the maintenance of offline channels,and achieve the efficient linkage of the two channels.In terms of promotion strategy,the company should actively use combination strategy marketing,advertising promotion,public relations promotion and other ways to effectively improve the promotion effect.Finally,in order to ensure the smooth implementation of marketing strategy,a series of safeguard measures are formulated from four aspects: human resources,rules and regulations,corporate culture and financial resources.Based on the current marketing environment and current situation of H Haoxiangni Jujube Industry Company,this paper can provide direction and reference for the subsequent optimization of marketing strategy of Haoxiangni Jujube Industry Company.At the same time,it is also hoped that the research of this paper can provide experience for other enterprises in the same industry to optimize their marketing strategies.