The Development Prospects Analysis Fo Waxy Rice Quick-frozen Food

This paper uses theory with practice method, with the development of glutinous ricequick-frozen food industry under the environment of the development in our market economy,and according to the developing situation at home and abroad and combined with the currentsituation of henan HuangGuoLiang industry Co., LTD, we conduct intensive investigationand analysis of prospects. Glutinous rice frozen food adapts to the changes of people'slifestyle, and meets the demands of the consumers in the pact of the green food, convenientand nutritional health, and it also has rapid development. At present, although glutinous ricequick-frozen food industry has some defects in the standard of policy, in general terms,whether macro-environment or the microeconomic environment plays a great role inpromoting and ensures the healthy development. In marketing ways, the development ofglutinous rice quick-frozen food is mature, and the competition is fierce in large andmedium-sized cities in China, but there are a lot of potential customers in smaller cities andthe vast rural areas, it will form a huge market through policy guidance and furtherdevelopment. Through the practice research, the author understands the present situation ofthe frozen food industry and HuangGuoLiang glutinous rice industry Co., LTD, and conductsthe SWOT analysis of HuangGuo. and have the following conclusion after the integration:the geographical position of HuangGuoLiang industry company is superior, which isglutinous rice powder leading enterprises, and the local government support larger efforts, thecompany's advantage is obvious in developing glutinous rice quick-frozen food. But we alsomust thought that quick-frozen food increasingly fierce competition and the rising prices ofraw materials, which bring many difficulties for the development of glutinous ricequick-frozen food industry, but overall, opportunity is still greater than threat, with thecountry's support for agriculture, countryside and farmers, and the demand of glutinous ricequick-frozen food is increasing. From the development trend of glutinous rice quick-frozenproducts:(1) consumers'requirement is further improved to food safety, and manufacturersmust launch new products, which are stable in quality and ensured in hygiene. (2) the demandof characteristic products is improving greatly. More and more consumers need characteristicproducts. (3) the market space of high-end product is greatly. (4) the product's demand isintense in segments market. (5) nutrition and health get more attention. Future glutinous ricequick-frozen food will gain great development in this part. In China, the development of glutinous rice quick-frozen food industry must insist thatthe technical innovation improve product quality, taking the market as the guidance, andactively developing the characteristic product, conducting on the strategic marketing, andconstantly increasing brand construction, so that to ensure health rapid development ofglutinous rice quick-frozen food.