Analysis Of Fast Food Enterprise Marketing Strategy Based On The Consumer Behavior Analysis

As China's overall economic growth and broad market development, foreign investment and build factories in China have, as a higher degree of openness of a perfectly competitive market - fast moving consumer goods market will surely experience the fierce market competition. Especially in the financial crisis, serious product homogeneity, the high incidence of product quality problems today, causing panic to the hearts of consumers, faced with "internal and external," the domestic fast moving consumer goods companies how to develop appropriate marketing strategies to deal with such a severe test, has become the focus of fast moving consumer goods business to discuss. In this paper, the angle of consumer behavior, combined with fast moving consumer goods industry characteristics and the status of the domestic fast moving consumer goods for domestic fast moving consumer goods companies marketing strategy put forward feasible suggestions.Based on the theory of consumer behavior and marketing theories based on the research, combined with a simple model consumer behavior and consumer decision-making model, consumer behavior affect the fast moving consumer goods marketing factors were discussed for the empirical analysis of Chapter IV provides Reference.As fast moving consumer goods wider range of varieties, the paper selected to reflect the characteristics of fast moving consumer goods market as examples of biscuits can truly gather feedback information of respondents, for the domestic fast moving consumer goods companies are more representative, of the older private Enterprises and the biscuits at the core - Jiashili specific case studies, providing empirical evidence of consumer behavior.In this paper, drawn from the analysis of consumer behavior on the impact of fast moving consumer goods companies marketing products, health and safety factors, product core functionality, brand, price, packaging, promotion (mainly large stores terminal sales strategy) and so on, breaking the traditional The 4P marketing mix boundaries. And then will concentrate Jiashili specific business perspective, the use of empirical statistical analysis, combined with the status of corporate marketing for Jiashi Li made effective marketing strategies to make it in the fierce market competition in the better survival and development.