Research On Differential Marketing Strategy Of Quick Frozen Food Industry

In recent years,with the growth of the national economy,China’s catering industry is in a rapid growth trend,quick-frozen food as a result of the particularity of its product storage,become one of the main forms of semi-processed food.The characteristics of quick-frozen products are: Long shelf-life,to overcome the seasonal nature of food,food and beverage store operation convenient.C Company was founded in 2012,the main business for frozen food series,its product distribution channel is the terminal catering industry.Company C has established a relatively complete sales network and service system,and has made some achievements in marketing,but its marketing strategy needs to be adjusted in time and effectively since the growth rate has slowed down in recent years,otherwise,this will lead to a long-term decline in product sales,and even affect the overall development of enterprises.Under this background,this paper comprehensively analyzes the development prospect of quick-frozen food industry,studies and analyzes the external environment,macro-economic environment,policy environment,social environment,technological environment,and C Company is now facing the internal environment,recent operating status,product structure,channel structure,stock of customer analysis,summary of the marketing strategy problems.Then,through the questionnaire design and the collection of the questionnaire to the company’s existing customers,the results of the survey are applied to the empirical analysis of the competition strategy of C Company’s quick-frozen products by using the statistical methods such as factor analysis,regression analysis,etc.,according to the existing product,channel,environment and so on,if C company wants to continue to maintain the high speed growth,must adjust the differentiation marketing strategy in time.Based on this,I put forward a marketing strategy of product differentiation,price differentiation,and distribution channel differentiation.Through manpower integration,process transformation,resource allocation,the introduction of innovative talents and so on to carry out the differentiation strategy guarantee implementation,for C Company Marketing Strategy Adjustment Implementation to make the concrete plan,to propose effective marketing strategy for the company to ensure the company’s sustainable and stable sales growth.