Dissertation
Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

The Research of Marketing Strategy for JYH Corporation

Author LaiJinYun
Tutor LiangXueCheng
School Northwestern University
Course Business Administration
Keywords Food Additives Industry Competitive Analysis Market segmentation Marketing Strategy
CLC F426.82
Type Master's thesis
Year 2010
Downloads 159
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Food additives industry in a stage of rapid development , with the improvement of living standards , a shift in consumer attitudes , as well as more integrated world economy and foreign brands to enter the Chinese market brought about dramatic changes in market competition , the domestic market has undergone tremendous changed. In this case , for domestic trading companies with limited resources , how to adjust with the changing market environment strategy to seize due to rapid market changes and opportunities and avoid risks to maintain its comparative advantage in the competition . Marketing Strategy Strategic Implementation Plan as a modern enterprise an important part in business management occupies an important part of corporate marketing activities have been raised to an unprecedented height. Responding to this , the author based on years of professional background and experience in the food additive industry , anchored by JYH company , using PEST environmental analysis, Porter's five forces competitive model , SWOT matrix analysis , STP theory and the 4Ps of marketing mix strategies , and other modern marketing theory , expand the company's marketing strategy research problem , develop a system viable marketing strategy, JYH company's survival and development has a very important significance. Actively carry out marketing activities , and continuously enhance the company's competitiveness, improve the ability to resist the market risk in order to achieve the company's survival and long-term development, but also for the company's marketing strategy similar to provide reference .

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