The Research Of Marketing Strategy About Lanzhou Lechu Food Company

Instant noodles have always occupied the second largest share of the world's fast-moving consumer food market.However,after 2013,the instant noodle market began to enter a trough.Since 2016,after the start of the transformation of convenience food enterprises,many convenience food companies have begun to emerge from the bottom of the market under the opportunity of product upgrading and transformation.Lanzhou Lechu Food Co.,Ltd.is a young enterprise established in the end of 2014 to engage in instant noodle food.The company has designed Lanzhou Lamian Noodles series instant noodle food with the focus of health,convenience and deliciousness as the breakthrough point of Lanzhou Lamian Noodles.In the tide of instant noodle enterprise transformation,Lechu Company,which faces the same opportunities and challenges,needs to accurately segment the consumer market under the guidance of modern marketing theory,design products that meet the target market needs for target users,and formulate in line with corporate development.Marketing strategy.Guided by modern marketing theory,this paper firstly analyzes the macro environment of the food industry by discovering problems,analyzing problems and solving the basic ideas of the problem.Then,according to the actual situation of the enterprise,it analyzes the specific problems of the enterprise and designs a set of conformity.The marketing strategy required for business development.This article takes Lanzhou Lechu Food Company as an example,uses first-hand data,selects the appropriate development strategy of Lechu Company through SWOT analysis matrix,and then analyzes the segment market,target market and market positioning of Lechu Company through STP theory analysis.Based on the differentiated marketing strategy,the company adopts 4Ps marketing theory for the company's strategy,and conducts research and analysis on products,prices,promotions,channels and network marketing.Through product strategy and promotion strategy,it focuses on “Internet +”.The development trend is for Lanzhou Lechu Food Co.,Ltd.to develop a new marketing strategy suitable for the current market environment.Through the corporate culture and management philosophy,professional team organization and construction,product quality control and other measures to provide protection for the implementation of marketing strategies.I hope that the research conclusions of this paper can bring some help and guidance to the transformation and development of instant noodle enterprises,market expansion,and enhance the competitiveness of enterprises,and provide reference for the formulation of enterprise marketing programs.