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Marketing Strategy of the Special Fruit in Xinjiang

Author: WangXinE
Tutor: WangYi
School: Southwestern University of Finance and Economics
Course: Business management
Keywords: special fruit marketing marketing strategy Xinjiang greenmarketing
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 116
Quote: 0
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Abstract


Unique conditions of light, soil, water, culture, and distinctive long history of fruit cultivation have created a charming character of Xinxiang’s fruit. Since2000, the Party Committee and People’s Government of Xinjiang Uygur Autonomous Region has vigorously promoted the development of special fruit industry as a strategy of conversion of the advantage of natural resources. As a result, the growing area of characteristic fruit has been increased rapidly; it reached16million mus in2009. It has formed the main producing areas of apricot, walnuts, dates, pears, apples and other characteristic fruit around Trim Basin in southern Xinjiang, and has built the efficient base of characteristic fruit of grape, dates, wolfberry, seasonal fruit, facilities-based fruit in the region of Turpan-Hami Basin, the Hi River Valley and along the northern slope of Tianshan. The annual fruit production has reached8million tons.After the expansion of scale of fruit bases, the sales of fruit have become the primary problems. Due to the fruit characteristics, far from inland, less development, and the poor marketing idea, the sales of Xinjiang’s characteristic fruit has been always concentrated, thus the pressure of promotion has been always heavy. Especially after the occurring of "7.5" social incidents in2009, the Xinjiang’s characteristic fruit has been seriously unmarketable.Based on above, from a business point of view, this article has made research on the marketing of Xingjiang’s characteristic fruit to provide a theoretical reference for improving the current marketing situation, promoting Xinjiang’s characteristic fruit to international markets, and expanding the scope of the sale of Xinjiang’s characteristic fruit. In addition, through this study, the author hopes to ease the conflict between high yield and low cost, small production and big market, a relatively small scale and economies of scale, to promote fruit sales, to turn the advantages of resources into economic advantages, and hopes to play a role in promoting sustainable development, curb environmental degradation and resource degradation.This paper includes the following content,1. Literature review, overview of Xinjiang’s characteristic fruit and related theories. In this paper, the author has made a summary of the relevant research on domestic and international marketing of fruit, including the situation of fruit production and marketing, the status of fruit marketing, the strategy of network marketing of fruit, brand marketing strategy, green marketing strategies and channel strategies etc. By reading and analyzing relevant literature, this paper has made a definition of characteristic fruit. The characteristic fruit refers to those grow in Certain regions and under specific natural conditions, have a unique product quality, market prospects, and are able to promote the upgrading of industrial structure and can result in higher economic benefits. Special fruit should have characteristic quality, have a certain scale, have obvious regional advantages, and be easy to form industrialization. On this basis, this paper describes the profile of Xinjiang’s characteristic fruit, and provides the relevant theory on the marketing of special fruit. This paper has mainly introduced the theory of comparative advantage, product differentiation and competition theory, green marketing, network marketing theory etc.2. Overview of Xinjiang’s characteristic fruit. Through analyzing the size and regional distribution, the output of characteristic fruit and farmers’ income status, the preservation and processing, domestic market conditions, export market conditions, marketing platforms and marketing channels of characteristic fruit, this paper argues that the main problems exist in the marketing of Xinjiang’s characteristic fruit are the following:fruit quality is uneven, Structure is irrational, packaging is backward, the processing chain is short, lack of brand consciousness, irrational fruit market system, low efficient distribution channels etc.3. Analysis of the environment of Xinjiang’s characteristic fruit marketing. On the basis of overview Xinjiang’s characteristic fruit, this paper has analyzed Xinjiang’s characteristic fruit marketing strengths, weaknesses, opportunities and threats, accordingly, given the SWOT model of Xinjiang’s characteristic fruit marketing, and have gotten S-O, W-O, S-T, W-T four portfolio strategies, and has given a strategic marketing direction of Xinjiang’s characteristic fruit. 4. Suggestions based on the results of analysis. Based on the analysis of the status quo, existed problems and the marketing environment, this paper argues that the use of high-quality strategy and green strategy to address the problems of structure and quality etc. to maintain and highlight the inherent characteristics of fruit; the use of packaging strategy, process strategy to deal with the problems of packaging, processing, short chain, so as to extend the industrial chain of characteristic fruit, and to improve the external image to enhance their market competitiveness; the use of brand strategy to address the problems of less brand consciousness, lack of brand name, so as to create a well-known brand of characteristic fruit, and to enhance competitiveness; the use of channel strategy to improve the efficiency of distribution channels and to resolve the problems of market system construction in order to reduce the cost of the flow of characteristic fruit to enhance its competitive advantage on price; using marketing strategies to promote Xinjiang’s characteristic fruit and enhance its overall competitiveness.The main contributions of this paper are the following:1. On fruit marketing, many experts and scholars generally focus on the fruit industry, or a specific marketing strategy. This paper has chosen Xinjiang’s special fruit to study the marketing, combining the "general principles of marketing" with the specific areas of marketing practice, to provide a valuable reference for research on the fruit market in Xinjiang even in the whole China.2. This paper argues that in addition to fruit quality, size and regional characteristics, a special fruit should also have the potential to industrialization. Only industrialization can help the characteristic fruit to form the hallmark of a better, play better features, better integration of features into a cost-effective.3. Instead of talking about the traditional strategy of4P marketing strategy for special fruit, according to the direction based on the analysis of marketing environment, this article proposed Xinjiang should take in high-end line for Xinjiang’s special fruit marketing, and should focus on seven strategies in special fruit marketing.

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