| Vinegar,as a condiment closely related to our life,has great market potential due to its large consumption.The industry has the characteristics of "large market and small enterprises".There are certain differences in tastes in various regions,resulting in large differences in mainstream vinegar brands in various regions in China.There are few large-scale enterprises,mainly small workshops;Coupled with the expansion and intervention of comprehensive condiment enterprises,it indirectly intensifies the national brand competition in the industry.Therefore,the research on the product marketing strategy of vinegar enterprises can better grasp the current situation of their own internal and external competitive environment and marketing bottlenecks,give full play to their respective advantages,grasp the integration opportunity,and realize the steady expansion and growth of enterprises.This paper takes the vinegar product marketing of TY company as the research object.Firstly,it analyzes its marketing status.Using pest and Porter’s five forces model,this paper makes an in-depth analysis of the external environment and industry competitive environment,comprehensively combs,summarizes and puts forward the problems existing in the marketing of TY vinegar products,which are mainly reflected in:it is difficult to promote new products and the product system is not perfect;The pricing mechanism is not flexible and the value orientation is not clear;Unreasonable distribution channels and weak dealer management;The difficulty of regional promotion and the simple way of product promotion have laid a solid foundation for strategy research and formulation.Secondly,according to the STP analysis of vinegar products,the vinegar Market Segmentation and target positioning selection are carried out,and its market competition positioning is clarified.It is proposed that vinegar product marketing should take cost performance and high quality as the combined positioning,focus on family and catering consumption,face women and other target customers,improve market share through precision marketing,and form a strong leading position in the northwest and surrounding consumption,face women and other target customers,improve market share through precision marketing,and form a strong leading position in the northwest and surrounding areas.Finally,it puts forward the marketing direction of TY company’s vinegar products.According to the "4P" theory,the marketing strategy of TY vinegar products is integrated and formulated,which mainly includes four aspects:improving the product system,combing the product positioning,adhering to product innovation,improving product packaging and other product strategies,strengthening dealer management,promoting network marketing,doing well in market development,building strong terminals,improving strategic channels and other channel strategies,and implementing differential pricing Do a good job in price management and other price strategies,do a good job in large single product management,strengthen advertising,create a new marketing model,brand promotion and other promotion strategies.The main purpose of this paper is to effectively solve the marketing problems of vinegar products of TY company.At the same time,it can also be used for reference for similar enterprises. |
