| Due to the accelerated pace of work and life,the meal time is getting shorter and shorter.The demand for complementary foods as snacks for three meals a day is increasing,which not only can supplement the lack of nutritional intake of meals,but also resist fatigue and relieve stress.As a well-known brand of leisure food enterprises in China,Haoxiangni also serves as a business card for Henan.In recent years,with the changes in social environment,domestic consumption,shopping habits,and the impact of e-commerce,product costs and financing costs have been incurred.The high increase has intensified competition in the food industry.Due to the chain reaction of government policy orientation,the original high-end business etiquette main product structure has been seriously affected.These factors have affected the development of the company,which has caused the Haoxiangni's sales performance to decline and profitability to decline.Facing the confusion of the way out for business development,the improvement of food safety standards and the competition from peers in the industry all made the Haoxiangni aware of the existence of the crisis and began to actively deploy marketing strategy adjustments.In this paper,firstly,we use the marketing strategy theory and SWOT analysis method to analyze the Haoxiangni enterprises in the marketing strategy faced with the problem by analyzing the changes in the internal and external environment of Haoxiangni and combined with the advantages of the enterprise itself,and through the AHP optimize the strategic plan.Secondly,we achieved the enterprise product structure adjustment and expansion by the implementation of STP strategic market segmentation and positioning objectives.Finally,in order to achieve the enterprise's resource integration and strategic adjustment,we combine 4P marketing strategy and brand strategy to find out the current crisis of Haoxiangni,which can improve the Haoxiangni enterprise competitiveness in the market. |
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