The Research On Marketing Strategy Of Halal Food

Halal food is an important part of ethnic minorities’ religion and custom,and ethnic minorities who believe in Islam take halal food to reflect their belief.Halal food absorbs the healthy culture and excellent part of traditional food culture, and it becomes Chinese cultural gem.Along with western area development and expansion of international market after entering WTO,it gives much more room for Halal food to grow, and it’s getting more requirements need to meet.Some scholars have got some achievements on Halal food marketing strategy,but we still have some room to study this topic by marketing theory.I research into marketing strategy in JW corporation,and believe that there are practical meaning as follows:first,we can deeply get to know about Halal food marketing situation in JW. Second, how to develop home markets and make JW to meet different requirement.Third, give JW some workable suggestions to change its marketing mode.Fourth,do research into the precondition JW improves present marketing strategy and administration.This article will state the marketing situation and problems of JW which is a multinational enterprise produces frozen Halal food.Based on its present marketing situation,market’s requirement and marketing situation of other similar food enterprises,I will suggest some strategies to increase market share.Many food enterprises start to develop and produce frozen food since more and more food enterprises learned that there was a bigger potential market,so the market competition is getting more cruel. Frozen Halal food is popular fast food for Muslim customers and non-Muslim customers, not only because the sale of frozen food is no strict to the seasons, but also because it’s convenient for keeping. At present, there are so many weaknesses in marketing strategies of JW, such as brand promotion and so on, we should improve its strategies to adapt the changeable food market.