|
As people living standard is getting better, With the Open Policy, the traditional flour fermentation has been changed in revolution. Yeast is becoming the main substance instead of“traditional QIZI”to ferment flour. This substitution effect, in the past 20 years, has made yeast market developing fast especially in the past five years. At the same time, the market competition is getting fiercer, the traditional way, which was centered by individual product, distribution, promotion, could not fit the competition that happened on the market right now. Propose of this thesis is to study the device of competitive advantages in the new time, meanwhile, to generalize an integral marketing solution.The thesis with demonstration methods leads to market decreasing causes in terms of analyzing yeast marketing conditions, integral marketing strategy of company A, competitors’analysis of XINJIANG market. Meanwhile, the paper, after analyzing all the decreasing causes in detail, will end with a design of new market strategy of XINJIANG which is based on the conception of 4P integrity and company’s strategy targets. The thesis would be divided into five parts. The first chapter comes out with basic conceptions such as professional terms, researching background, studying purpose etc. the second chapter would get out the characters and history of yeast, conditions of national companies, and introduce integral marketing strategy of company A. the key words of the third chapter are competitive analysis which would compare different factors, such as products, position, price, distribution, to lead to market decreasing causes and problems. What the fourth chapter is saying is to formulate a new market plan based on the market targets and competitions. The last part of this thesis is to point out expectations and primitive materials of paper, importantly, to present the shortage of this thesis.
|