Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Research on the Processing and Marketing Strategy of Fish Sauce in Zhejiang Industrial Group Co.Ltd

Author FanHuiRong
Tutor WangYangGuang
School Zhejiang Ocean University,
Course Agricultural Extension
Keywords fish sauce SWOT analysis marketing strategy sales channels
CLC F274
Type Master's thesis
Year 2013
Downloads 83
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Along with China’s economic stable and rapid growth, more and more people focuseon diet.Many consumers hope to get natural flavor, healthy, nutritional, safe condiments,and more and more demand for aquatic seasoning,which has greatly promoted thedevelopment of aquatic condiment industry.Using advanced biotechnology to processethe waste and low economic value fish,and generate delicious aquatic condiment fishsauce,not only can effectively solve the low-value scrap as pollution emissions,but alsobe able to improve the value of these low value aquatic scrap, which has great marketpotential, and more and more enterprises enter the market. There are some commonmarketing problems in marketing,such as backward marketing concept,the inaccurateproduct positioning,sales simple marketing channel. The development of a business isrelated to its marketing strategy in the fierce market competition, therefore the fish saucemarketing strategy issue must be resolved.This article took Zhejiang Industrial Group Co.,Ltd as an example,by using marketresearch,literature research,field trip,etc.,doing fish sauce processing technology andmarketing strategy research. The paper first described the theory of domestic andinternational marketing research progress, summarized current marketing strategy.Subsequently, the status and development trend of China’s condiment industry and themain problems in today’s fish sauce production enterprise were summarized.In this article,the fish sauce machining process and its product characteristics ofZhejiang Industrial Group Co.,Ltd were systematically introduced.Using SWOT analysistool,and analyzed the external environment of Zhejiang Industrial Group,main marketopportunities,market threat,own advantage and disadvantage,finding out existedproblems of marketing for Zhejiang Industrial Group;Subsequently,the fish sauce STPmarketing strategy analysis was taken, researching the company’s marketing strategyfrom market segmentation, target market and market positioning;Using the4PSmarketing Pattern,from aspects and so on product strategy,pricing strategy,sales channelsand promotion,formulates a series of new market marketing strategy combination for Zhejiang Industrial Group.This article expected that can raise the market share for Zhejiang IndustrialGroup,and also provide some help to related aquatic condiment companies in productmarketing.

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