W公司小龙虾业务营销策略分析及优化研究

英文摘要：The development of Hubei crayfish industry has played a huge role inpromoting local economic development.At present,there are hundreds ofthousands of people in Hubei engaged in crayfish breeding,processing,marketing,catering and other industries.However,with the gradual increaseof market demand,Hubei crayfish still has obvious deficiencies in productvarieties,deep processing,marketing strategies,etc.This paper takes thecrayfish business marketing of W Company as an example.First,at the macrolevel,PEST analysis method is used to analyze the macro environment of thepolicies,economy and industry,technology and products,as well as societyand consumers related to the crayfish industry of W Company.Secondly,SWOTanalysis method is used to analyze the strengths,weaknesses,opportunities,threats and SWOT matrix of the crayfish business of W Company.Understand thestrengths and opportunities,weaknesses and threats of the crayfish businessdevelopment of W Company.Finally,we use the 4P theory to formulate themarketing strategy of W company's crayfish business,including productstrategy,price strategy,channel strategy and promotion strategy.It is hopedthat through strategic optimization,W Company can break through the tightencirclement in the competitive crayfish industry,establish its own brandvalue and achieve better economic benefits.英文关键词：Crayfish business;Marketing strategy;SWOT analysis method;4PTheory;Optimization注：1、关键词数量一般在5-8个2、关键词之间用分号隔开