老干妈营销策略研究

本科论文AbstractThe continuous development of information technology has greatly changedpeople's consumption patterns and consumption concepts.In the course of decades ofdevelopment,there have also been Guilin,Huaqiao Hunan Spicy Girls,and even theearlier brands such as Li Jinji and Haitian.However,sauce enterprises usually havesome problems,such as small scale,weak brand awareness,outdated marketingconcept,lagging marketing methods and so on.Any successful enterprise needs tohave the correct marketing strategy to stabilize the market Lao Gan Ma is the brand ofagricultural and sideline products that started early in the market of our country,butthere are frequent problems in recent years.The reason is that the old Gangma has theproblem of marketing strategy.Taking Lao Gan Ma as the research object,this paper makes a detailed analysisof the existing marketing environment of Lao Gan Ma's market by using the basictheory of marketing,analyzes the macro development environment and industrydevelopment environment of Lao Gan Ma by using PEST analysis and Porter's fiveforces model analysis,and analyzes the micro market environment of Lao Gan Ma bySWOT,and expounds the advantages and disadvantages,opportunities and threats ofLao Gan Ma.Understand the problems and opportunities of Lao Gan Ma in theprocess of marketing;Secondly,the marketing strategy of Lao Gan Ma is analyzed,mainly from four aspects:product strategy,channel strategy,price strategy andpromotion strategy.Finally,on the basis of the above analysis,according to the actualsituation,the paper puts forward some suggestions to optimize the marketing strategyof Lao Gan Ma,so as to better promote the sustainable development of Lao Gan Mabrand.Key words:chili products;Lao Gan Ma;marketing;marketing strategy