Research On The Marketing Strategy Of TS Snack Foods Inc.under The New Retail Mode

As the economic development enters a new era,the retail industry in China faces a huge challenge and opportunity,and the traditional entity mode and pure e-commerce mode can no longer satisfy the market demand efficiently.Upgrade must be made for the retail industry in order to continue its stable development,and a “new retail” mode is exactly an active exploration made to cope with the new opportunity in this context.TS company is a leisure food enterprise that has witnessed a rapid development in recent years,which became a famous leisure food brand quickly by virtue of online sales platforms and then was successfully listed in Shenzhen Stock Exchange,making it an important case that has achieved successful marketing by taking advantage of internet sales platforms.However,there exist various problems in the development process of TS company such as product homogeneity,profit drop and competitiveness decline,reflecting that there are still deficiencies and problems to be solved in implementing the marketing strategies of the company.In combination with the characteristics of the “new retail” mode,the 4P marketing theory is adopted to make an all-round analysis on the marketing strategies carried out by TS leisure food company by means of literature review and questionnaire from four aspects of product,price,promotion and channel,and then it is found that the problems like product homogeneity,unconspicuous price advantages,unattractive promotion and unbalanced marketing channels exist in the marketing link.Further analysis made on this basis discovers that these problems result from inadequate innovation capability,late start time of offline efforts and other factors.Next,the current macro-environment where TS leisure food company stays is analyzed by virtue of PEST and SWOT theories,and the internal and external advantages as well as opportunities and challenges of the company are analyzed by using the SWOT theory.Finally,starting from the market positioning,the STP analysis tool and 4P marketing theory are applied to put forward marketing improvement strategies and suggestions for the enterprise from the dimensions of cost reduction,R&D improvement,multiple brands and balance channels so as to provide beneficial reference for other types of domestic enterprises while developing the marketing strategies.