Marketing Strategy Research On Snack Food Enterprises

With the rapid development of China’s national economy and increase in people’s consumption, there shows a trend of diversification and leisure in consumer demands and consumption patterns. Against this background, China’s snack food industry achieved fast growth. As a leading company in snack food chain business, Laiyifen, a snack food company based in Shanghai, enjoyed rapid development and expanded scale in particular. A total of over 2700 chain stores have been set up across China, including Shanghai, Jiangsu, Beijing, Zhejiang and so on. However, facing fiercer competition, Laiyifen needs to be reformed and innovated, especially in marketing strategies, considering actual demands and long-term development.Therefore, the paper takes Shanghai Laiyifen Company as research object. It analyzes the competition of domestic snack food industry and the situation of Laiyifen’s marketing issues by utilizing PEST and SWOT analysis on Laiyifen. This dissertation proposes the current situation of marketing strategy and analyzes the problems about marketing strategy from the aspect of sales promotion, advertising strategy, channel expanding and internal control. The paper identifies market positioning and narrows down the target customers to make clear marketing combination strategies from the four perspectives of product, price, place and promotion. The paper gives advice on expanding internet marketing, enhancing marketing management innovation, improving incentive mechanism and rebuilding brand to enhance marketing effect.