Research On The Marketing Strategy Of CP Frozen Rice Products

China’s frozen food industry with the consumption trend of rapid development,formed in the dumplings,steamed buns,dumplings,wonton,Glutinous Rice Balls as the main products of the food industry,especially in the dumplings,two Glutinous Rice Balls products,accounted for nearly 63%,but in recent years the frozen food industry is relatively slow growth,according to consumer eating habits gradually differentiate into frozen Steamed Rice frozen noodles,frozen convenience food staple food products etc..Compared to Japan,South Korea,Thailand and other countries,the frozen Steamed Rice industry mature,status quo of category awareness is high,as China with rice as the staple food consumption habits,as well as the rapid development of modern channel,the high demand for convenience foods,frozen Steamed Rice at blank stage in the China market,a large potential for development of the industry.CP company is a foreign enterprise,the state-owned T in mature Steamed Rice quick-frozen products R & D,production and sales experience,facing the slowdown in the development of the frozen food industry,especially convenient food as the representative of the instant noodles to shrink,upgrading and transfer other convenience foods become frozen industry opportunities Steamed Rice.Now the domestic less on quick-frozen rice industry in-depth analysis of the literature,this paper through the research on the case study quick-frozen rice,quick-frozen rice content filling industry from product to marketing strategy formulation,implementation,development of quick-frozen rice industry’s contribution to some thoughts and ideas.This paper takes the CP company as the research object,on the basis of 4P marketing theory,STP theory,SWOT analysis model,positioning theory and other analysis methods in the analysis of the external environment and internal condition,through copy survey,qualitative research method,the forum consumer market investigation method and other methods of investigation,analysis,summed up the company the external opportunities and threats,advantages and disadvantages,through the analysis of research conclusion,develop CP quickfrozen rice product strategy,brand communication strategy,price strategy,channel strategy,promotion strategy and market orientation,and ultimately the formation of quick-frozen rice product development strategy of CP company,and describes the implementation method of the strategy,to provide an idea for the development of CP quick-frozen rice products.At the same time,along with the development of the industry quick-frozen rice 3-5 years,this paper also provides the strategy direction of the industry entered a period of growth,look through the CP quick-frozen rice strategy formulation and implementation,to lead the development of Chinese quick-frozen rice industry,through the operation of the market for quick-frozen rice injection operation industry new ideas and methods.