Optimization Study Of Marketing Strategy Of Guangxi ZX Food Company’s Rice Dumplings

The Dragon Boat Festival is a traditional custom in China for thousands of years,with deep cultural attributes and emotional connotations.With the rise of the national tide and the international standard review of rice dumplings passed,rice dumplings as Chinese national cultural cuisine is also increasingly recognized and favored by the international community,rice dumplings industry has good market development prospects.Guangxi ZX Food Company is located in Hechi,the hometown of longevity in Guangxi,and is mainly engaged in the production and sale of rice dumplings,which has developed slowly since its establishment.The purpose of this study is to solve the problems of marketing rice dumplings of Guangxi ZX Food Company,provide suggestions and measures for its marketing strategy optimization,and help the company get out of the marketing dilemma.This paper uses questionnaire survey method,in-depth interview method and case study method to conduct an in-depth study on the marketing strategy of Guangxi ZX Food Company’s dumplings.Firstly,questionnaire survey and in-depth interview are used to understand the current situation of marketing of dumplings in Guangxi ZX Food Company and explore the problems existing in its development process.Secondly,PEST analysis,Porter’s five forces model and SWOT analysis are applied to make a comprehensive analysis of the marketing environment of Guangxi ZX Food Company’s rice dumplings.After that,STP strategy is formulated for Guangxi ZX Food Company’s rice dumplings marketing and market positioning is determined.Finally,the 4P marketing theory is applied to optimize the marketing strategy of the company’s rice dumplings from four aspects of product,price,channel and promotion,respectively,and corporate organization guarantee,corporate culture guarantee,human resource guarantee and technical resource guarantee are proposed to ensure the smooth implementation of the marketing strategy.The research of this paper aims to enrich the analysis of the marketing strategy of rice dumplings,deepen the research of the marketing strategy of traditional Chinese festival food,provide direction and basis for the optimization of the marketing strategy of rice dumplings of Guangxi ZX Food Company,and help Guangxi ZX Food Company to improve the market share of rice dumplings sales and enhance the brand awareness.At the same time,it also provides the significance of reference for the marketing development of other enterprises of the same type.