Marketing Dilemma And Strategic Choice Of Master Kong Instant Noodles Under The Consumption Upgrade

In recent years,the pace of domestic consumption upgrading has been accelerating,and the fast moving consumer goods market has also undergone tremendous changes.A large number of enterprises of FMCG are facing the crisis of transformation.This articletakes Master Kong instant noodles as the research case,The angle of view is no longer rigidly adhere to the impact of e-commerce on Master Kong's instant noodles,but upgrade the visual angle to a new round of consumptionupgrade;Atthe same time focus on consumer initiative psychology;Grasp the characteristics of the current FMCG marketing difficulties and the characteristics of a new round of consumption upgrades.Launched the survey in the network platform through www.sojump.com,to collect a mass of consumer expectations for the enterprise of Master Kong and the product,so as to provide the marketing strategy of current situation for the enterprise of Master Kong.Through the questionnaire collection and final analysis of the data,the lack of marketing strategy of Kangshifu instant noodles mainly:first,brand effect is existing,but the health and nutrition of publicity is lack;second,e-commerce development is insufficient;third,the effect of emerging media is poor.In the new changes in the consumer,instant noodles and other FMCG companies need to fully understand the changes in the market to stably pass the consumer market changes,FMCG enterprises must face difficulties in marketing,a new marketing strategy to be adopted for the smooth transition.At the end of this paper revolves around the following six points put forward rectification strategy marketing for Master Kong:first,pay attention to product development and promotion;second,the use of social media to promote marketing coverage,and to create a good brand image;third,keep pace with the times,continue to focus on FMCG industry B2B development;fourth,the use of WeChat marketing by reasonable manners;fifth,pay attention to the media of life and scene;sixth,pay attention to the importance of brand value creation.This is the significance of this thesis:the future market is changing from the theoretical level to remind the business,enterprises should renew timely management ideas;From a practical point of view,through market research to understund problems of Maste Kong enterprise,and provides the corresponding reform measures and marketing strategies,also provide some theoretical basices of the marketing decisions for other enterprises of instant noodles.At the same time,it also provides a reference for other enterprises in FMCG industry.