Study On The Optimization Of Snack Food Marketing Strategy For S Company

In recent years,especially since the COVID-19,under the constant pursuit of quality and healthy life,leisure food has brought new development opportunities to the leisure food industry with its advantages of variety,convenience,portability and storage.In this context,S Company has continuously grown and become one of the fastest growing online leisure food brands.With the development of S Company,a large number of leisure food brands have flooded into the market,resulting in increasingly fierce competition.How to accurately grasp the needs of target customers in the fierce market competition,and choose and use a good leisure food marketing strategy is crucial to the survival and development of S Company.This thesis analyzes the current marketing strategy and environment,existing problems,and causes of S company’s snack food,and combines 4P and 4C marketing theories to optimize S company’s snack food marketing strategy.It provides decision-making reference for enhancing S company’s market competitiveness,customer satisfaction,and ensuring S company’s snack food business growth and enterprise development.Firstly,it reviews the current status of S company’s leisure food products,prices,channels,and promotion strategies,and analyzes the external and internal environment of S company’s leisure food marketing through PEST model,Porter’s Five Forces model,and enterprise resources and capabilities.Secondly,by using a questionnaire survey,it was found that S Company faces problems such as severe product homogenization,unclear price advantages,relatively limited sales channels,and a lack of innovation in promotional strategies.Thirdly,based on STP theory,it proposes suggestions for S Company’s snack food marketing strategies on three aspects: segmenting,target market selection,and market positioning;Meanwhile,based on the 4P and 4C marketing theories,optimizing S Company’s snack food marketing strategies on four aspects: product,price,channel,and promotion.It proposes product diversification strategies,personalized customization strategies,production traceability strategies,strengthen cost control,establish a combined price system,grasp new media channels,accelerate the new retail layout,expand offline channel layout,and promote innovation and upgrading Optimize strategies such as promoting sales with brand promotion.Finally,it proposes guarantee measures for optimizing S Company’s leisure food marketing strategy from three aspects: organization,manpower,and system.