Research On The Development Of Marketing Strategy Of A Leisure Food Enterprise

With China’s rapid economic and sustainable development, improving the percapita income continuously,and the development of urbanization, people have higherdemands for living quality. Now people’s demands of Leisure life are enhanced. Thedevelopment of food industry in the leisure is inevitable.People love and respecteleisure food, it has become a part of people’s life style.But, with the rapiddevelopment of leisure food industry, the domestic leisure food related system is notperfect, for example, the scale of enterprises or qualification system is notstandardized, a lot of leisure food enterprises are in a weak position.The research object of this thesis is the marketing development strategy of Aleisure food enterprises. Firstly, basing on the analysis of the A company financialsituation of development, human resources situation of A company, the financialsituation of the company A, the marketing development of A company’s externalenvironment and internal conditions are analyzed in detail. This paper concludes thatthe advantage of the external environment of the company is Chinese economicsteady development, People’s income level has been improved,and leisure foodindustry in China is in a stage of rapid development.Then, the paper analyzes the STP strategy of A company。Product marketpositioning of A company is EJR brand; taking Shanghai city as the focus of themarket, in the provinces of East China area,such Shandong Province, ZhejiangProvince, Anhui Province, Jiangsu Province, Fujian Province, Jiangxi Province asauxiliary market of A company; And the middle-aged, young women and the majorityof students are an important force of leisure food consumption.Thirdly, the paper analyzes the marketing strategy of A company, including Acompany’s product strategy, A company’s pricing strategy, distribution channelstrategy of A company, and the A company marketing strategy etc.Finally, this paper analyses the measures to ensure the implementation ofmarketing strategy,from creating a conducive to the implementation of the strategy of culture, improving the organizational structure of enterprises, establishing an opentype human resources mechanism and establishing and improving the marketinformation feedback mechanism, etc.