Marketing innovation of Yuan Qi Sen Lin : a case study based on 4P theory

Abstract

The relevant departments establish incentive to develop and design low-fat, green, healthy and natural nutrition juice beverage, and then use active development and design of beverage with regional advantages as the key work. In January 2017, the National Development and Reform Commission and the Ministry of Industry and Information Technology of the people's Republic of China jointly issued the Guiding Opinions on Promoting Sustainable Development of Food Industry, in which the food industry in China must adhere to the development direction of "industrialization, intellectualization, scale development and green development". In a case study of Yuanqi Senlin company, the related theories are elaborated based on the definition of related concepts. The internal and external marketing environment of Yuanqi Senlin company is systematically analyzed by using PEST analysis tools. Moreover, it was found that the reasons for the problems in Yuanqi Senlin marketing lie in the lack of core competitiveness of products. Based on STP theory and 4P theory, this paper proposes the marketing mix strategy of Yuanqi Senlin, and the guarantee measures from the aspects of active expansion of network marketing, strengthened internal management, establishment of scientific and effective incentive mechanism, emphasis on enterprise brand building, evaluation and control of strategy implementation, providing significant support for the operation decision of Yuanqi Senlin company