| Leisure food comes into being and becomes an indispensable part in people’s modernlife due to people love leisure life day by day.As a modern enterprise specializing in leisure food research and development,with integrated production,supply and marketing,Z Company had grew rapidly in the past few years.Due to the fierce competition,increased production cost and reduced gross margin in leisure food industry,those SMEs like Z company face a hard situation in development.In order to win from lots of leisure food competitors,it is necessary to consider how to improve the product research and development and the production which is close to the Customers’requirement.Based on current situation of the leisure food industry development and the bottleneck of Z company,this article will make a questionnaire model according to the macro thinking of the leisure food industry and the micro-thinking of Z company’s current situation.According to the customers’ opinion,collected data and analyzing data with SPSS 19.0,we can learn the customers’ cognition of Z company,and the behavioral intention which related to the characteristics of consumers,thus proposing Z company’s future product strategy and marketing strategy.The conclusion of this article is based on the 4Cs theory,including how to improve customers’ needs,how to communicate smoothly,how to satisfy with customers’convenience,and how to increase customers’ willingness to pay,and thus proposing marketing inspiration and thinking about the diversification of product packaging form,the innovation of product packaging,diversification of product types,branding operation,and diversification of purchase objectives.The domestic SMEs can learn some experience and reference value through the research of Z company.According to the combination of theory and practice,they will have new development viewpoint in the leisure food industry. |
