Research On Marketing Strategy Of Ice Cream Products For H Company

With the rapid development of economy and society and the change of people’s consumption habits,ice cream products have been transformed from summer heat-relieving food to leisure suitable food for all seasons,and the sales seasonality has gradually weakened,it has become an important consumer product in leisure entertainment and party activities such as desserts and milk tea.The market size of my country’s ice cream industry is growing rapidly,and the market potential is huge.Because of its lucrative profits,it has attracted countless companies to join it,and the market competition has become increasingly fierce.As a frozen beverage enterprise mainly engaged in the research and development,production and sales of ice cream products,H company has a certain brand awareness in the region.For the increasingly competitive ice cream product market,how to consolidate its own brand in the market and have its own position in all levels of the market,H company’s marketing strategy for ice cream products needs to be improved urgently.This paper mainly does some research on the marketing strategy of H company’s ice cream products.Under the guidance of relevant theories,this paper analyzes the ice cream product market and the current situation of H company’s ice cream product marketing strategy,and clarifies the market operation mode of ice cream products and the operation of H company.Combined with the market research on the marketing strategy of H company’s ice cream products,it is pointed out that there are still problems in the marketing strategy of H company’s ice cream products,such as insufficient product innovation and brand recognition,unscientific price and cost control and gradient setting,inadequate channel layout,and lack of innovation in promotion concepts.And in view of the problems,put forward suggestions on the improvement of the marketing strategy of H company’s ice cream products,trying to seek to update and optimize the marketing strategies.Put forward suggestions for improving marketing strategies from four aspects: strengthening product development and brand maintenance,scientific and reasonable pricing,building diversified sales channels,and implementing various and effective promotion methods,in order to form a marketing strategy that can be implemented for H company’s ice cream products.By optimizing the marketing strategy of H company’s ice cream products,it will help H company expand its industrial scale,increase its market share,and seize a place in the ice cream product market.At the same time,it provides reference for other frozen beverage enterprises to improve their marketing strategies,so as to improve their marketing competitiveness.