MARKETING INNOVATION OF YUAN QI SEN LIN: A CASE STUDY BASED ON 4P THEORY
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With the growth in people's living standard, the health concept of "green ecology, low fat and low sugar" has become the basic trend of consumers. In case study of Yuan Qi Sen Lin company, the internal and external marketing environment of Yuan Qi Sen Lin company are systematically analyzed by using PEST analysis tools, which points out that there is strong substitutability in the marketing of Yuan Qi Sen Lin, the brand crisis triggered by "pseudo-Japanese" packaging, the disadvantages of offline sales channels that gradually appear. Based on STP theory and 4P theory, this paper puts forward the marketing mix strategy of Yuan Qi Sen Lin, and proposes the guarantee measures from the aspects of active expansion of network marketing, strengthened internal management, emphasis on enterprise brand building, evaluation and control of strategy implementation, which provides significant support for the operation decision of Yuan Qi Sen Lin company.
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