The4P Marketing Strategy Research Of China Quick-frozen Dumpling Enterprise

With the accelerating pace of life, quick-frozen food developed rapidly with its convenience. Around the world, quick-frozen food has replaced the position of canned food gradually, occupies the first place of processed foods. Quick-frozen dumplings take an important part of the frozen food industry in China, about30%of the total production of quick-frozen food. Meanwhile, as a result of the rapid pace of development and lower barriers to entry, the management is in confusion, China quick-frozen dumpling market is not mature yet. Research about marketing strategy of the quick-frozen dumpling enterprise is of great meaning, but the current academic research in this field has been relatively blank in China.This article aim at make an in-depth study about the4P strategy application status of China quick-frozen dumpling enterprises, based on the long-term practical research of marketing present situation and academic research about4P strategy. Some characteristics and problems is found and the general strategy of carrying out marketing activities is summed up:The individual brand strategy under the status of product homogeneity serious and level difference obvious; The general strategy to make price discount under the condition of unstable raw material prices, higher warehousing costs and intense competition; The channel construction strategy under the condition of regional market monopolization; The countermeasures to avoid the negative impact of promotional managers in free taste activities. The above strategy is good for China quick-frozen dumpling enterprises to carry out marketing work, at the same time has some reference significance for enterprise in related industry to carry out marketing work.