Research On Marketing Strategy Of HF Food Co.Ltd.Based On 4C Theory

From 40 years ago,the table on the feast of hard dishes to today's dinner on the table dishes,livestock and poultry food is gradually becoming an indispensable daily food for urban and rural resicdents.According to statistics,in 2015 China's meat production 87 million 67 thousand and 400 tons,becoming the world's largest producer of livestock and poultry products,not only the total amount of meat production in China is relatively high,the demand for meat consumption is quite large.International Food Policy Research Institute released the 2016 global food policy report,pointed out that China's per capita annual meat consumption of 59 kilograms,is the world's average consumption level of 2 times.The proportion of meat increased people's diet,led to the development of livestock and poultry industry,by the end of 2015 data show that the size of more than 4864 livestock and poultry processing enterprises,the increasingly fierce competition in the industry has prompted the machining technology innovation ability to continuously improve.With the pace of life of urban and rural residents is speeding up,busy work,frequent communication,aspects of food convenience,health,nutrition and other requirements are increasingly high,the emergence of quick-frozen food conform to the needs of the times,people's life began to appear more and more quick-frozen food.Li Shuntang(2010)will be frozen food is mainly divided into frozen poultry,frozen aquatic products,frozen fruits and vegetables,frozen conditioning class.China's frozen food market continued to grow rapidly,from 4 billion 566 million yuan in 2004,rose to $64 billion 981 million in 2014,the compound annual growth rate of up to 30.42%.In particular,quick frozen conditioning food,because of its rich variety,diverse tastes,loved by consumers,has gradually become the focus of attention of food companies.In order to achieve economic growth and market expansion in the fierce market competition,the food enterprises are developing new products and improving the marketing strategy.HF Food Co.,Ltd.was founded in the second half of 2011,the market from scratch,the rapid development of the business scope covering the three provinces in Northeast china.In the context of the fierce competition in the frozen food industry,in order to promote HF Food Co.,Ltd.to increase market share,to achieve business objectives and sustainable development,to understand the consumer demand for HF food is particularly important.In this paper,HF Food Co.,Ltd.as the research object,combined with survey data analysis.This paper is divided into six parts,the first part is the introduction,introduces the research background,content and research methods;the second part is the definition of related concepts and literature review;the third part introduces the specific development of HF company;the fourth part,through the questionnaire design and analysis of basic situation,understand the consumer preference and the influence factors;fifth in part,from the consumer point of view,using the 4C theory combined with the questionnaire data,communication analysis of the four aspects of the consumer demand of customer value,cost,convenience,;the sixth part,from the perspective of enterprise from product price channel promotion optimization suggestions in four aspects,HF companies understand the marketing situation of the company,will provide better products,more meticulous service to consumers,provide research data and reference.