Research On Marketing Strategy Of Short Shelf Life Pre-Packaged Cake In G Company

With the rapid growth of China’s economy,China’s baking industry began to show a rapid development trend from the end of the 20 th century.With the gradual improvement of people’s living standards and the diversification of consumption concepts,in order to meet the diversified needs of consumers for baking products,baking enterprises bring forth the new through the old,short shelf life(referred to as short shelf life)pre-packaged baking products are born,and the demand is also increasing.Conventional marketing strategies of baking enterprises have been unable to meet the development needs of short-term pre-packaged products.Therefore,it is of great significance for baking enterprises to study what marketing strategies and strategies they adopt to meet the needs of consumers and the fierce market competition,and how to improve their core competitiveness by diversified product development.This paper will take G company’s short-term pre-packaged cake products as the research object.Firstly,through domestic and foreign literature research,we will understand the marketing situation of short-term pre-packaged cake,and elaborate the marketing strategy and strategy application of this kind of cake.Secondly,through industry environment analysis,competition environment analysis and consumer demand analysis,the paper demonstrates that the market capacity of short-term cake is huge,and infers the development trend of the industry.Thirdly,through STP,4P and SWOT analysis,the marketing status of G company is analyzed.At the same time,qualitative and quantitative research was carried out to collect relevant data on consumer purchasing behavior,supported by demonstration,to find out the problems of G company’s marketing strategy,and then to analyze the causes of the problems,and to find out the solutions in line with the current situation of the enterprise.Finally,it provides G company with a marketing strategy that meets the needs of consumers.