Research On Marketing Strategy Of Leisure Food Of Russian In Chinese Market

With the development of social economy and the change of people's consumption concept and the improvement of consumption ability,leisure food has been deeply loved by the majority of consumers.“Leisure food”belongs to one kind of FMCG,which is the food that people eat in their leisure and entertainment time.Nowadays,the demand of domestic and foreign consumers for leisure food has been increasing in quantity and quality.People are no longer satisfied with full meals,but pay more attention to whether "eating" is leisure and healthy.Under the transformation of this concept,the leisure food industry has been fully developed.In recent years,the annual demand of leisure food market in China has been growing exponentially,reaching 400 billion yuan.Not only domestic leisure food brands have a good development trend,imported brands also flood into the Chinese leisure food market.As is known to all,Japanese and Korean snacks are more active in China's snack food market,while Russian snack food has a relatively small market share and belongs to minority food.Due to the differences in business culture and marketing concepts between the two countries,it is difficult for Russian snack food to enter the Chinese market.However,with the promotion of One Belt And One Road initiative,trade between the two countries is unimpeded and people are connected.China's food market has been opened to Russian companies,and Russia is actively developing the Chinese snack food market.Russian food company KDV is a household name in Russia and has a certain influence,but it is not widely recognized in the Chinese snack food market.Therefore,this article in view of the KDV leisure food company marketing strategy in China as the main research object,the KDV food companies and consumers on the basis of market research combined with the 4p theory,in-depth analysis of the company's status and leisure food products sales market marketing concepts backward,low brand recognition in China,the price of a single,on the basis of KDV company marketing optimization strategy in China is put forward timely adjust the structure of food production;Flexible pricing strategy;Determine the distribution channels suitable for the Russian food industry,redefine the personnel marketing strategy,and improve the channel management model;Reasonable design or innovation should be carried out for food promotion programs to improve the utilization rate of advertisements,so as to increase the sales share of leisure food of KDV brand with low popularity in China and expand the brand influence.