| Nowadays,nut snacks with health attributes have become the new favorite of the leisure food industry and the competition among nut products is becoming increasingly fierce.The research object of this paper is the nut products created by company A in the leisure food industry,which used to achieve sales growth through e-commerce.However,with the popularity of e-commerce,company A’s nut sales have fallen into a growth dilemma,and once there was a decline in growth.With the serious problems of declining sales,fierce competition between old and new competitors,and food safety problem,the marketing path of company A’s nut products has come to a key point that urgently needs transformation and development.Based on the theory of marketing combining New Retail,this paper analyses the external and macro environment faced by company A,and combines the current situation of products marketing.The problems diagnosed include: Younger customer orientation leads to the loss of middle-aged and old-aged customers,sales of the main product Pecan have fallen,the number of offline stores is small and the purchase conversion rate is low,etc.Then,this paper reorganizes the market positioning of its nut products,and puts forward specific optimization programs,as well as implementation plans and implementation guarantees,hoping to solve the problems arising in the marketing of company A’s nut products,to provide guidance for the transformation and development of company A,and promote the marketing of other companies in the leisure food industry. |
