Research On Marketing Strategy Of Xingfuli Bakery

With the rise of China's economy,the blending of Chinese and foreign cultures is increasing.In the past,bread,ham and other foods that could only be eaten abroad slowly put on the table of the common people,and imperceptibly changed the eating habits of the Chinese people.Baking industry,as a new food industry,has maintained a rapid development in recent years,and its market growth rate is much faster than that of other members of the food industry.Such industries have brought new market platforms,opportunities and challenges to entrepreneurs.I witnessed the growth of Xingfuli baking shop,which represents one of thousands of small and micro enterprises,from the 30 Ping Street store just opened in 2016 to the4-person 60 Ping small-scale bakery in 2019.and with curiosity,conducted an investigation into the shop.I hope to know how the store fully positioned its marketing in the face of complex and dynamic market environment and numerous competitors in the industry.What effective methods have been adopted in marketing? How to operate? And summarizy some marketing strategies of bakery,give some help to entrepreneurs who want to enter the bakery industry.In this paper,the marketing strategy of Xingfuli is studied by combining theory with practice,through literature research and investigation and research.The main research contents can be divided into five parts: the first part,introduction.Firstly,the background and significance of the research are introduced;secondly,the contents and methods of the research are elaborated;finally,the technical route of the research is refined and summarized.The second part,the theoretical basis of the study,mainly on the marketing theory,marketing mix theory,STP marketing theory,as well as PEST analysis,five-force model analysis,SWOT analysis and other related analysis tools in-depth analysis.The third part is the analysis of marketing environment and opportunities of Xingfuli.Firstly,PEST analysis method is used to analyze the macro-development environment.Then,five-force model is used to analyze the competitive environment of agricultural products export industry,and to find out the marketing environment of baking products.The analysis of marketing opportunities of Xingfuli.The consumers' preferences of baking product are investigated and analyzed by good market analysis.Then the advantages and disadvantages,external opportunities and threats of the company are analyzed by SWOT analysis method.The fourth part,Xingfuli marketing strategy design,using STP analysis method,carries out market segmentation,target market selection and market positioning,and then determines Xingfuli 4P marketing strategy combination.The fifth part,research conclusions and prospects.This paper summarizes the actual operation of a small start-up enterprise in thebaking food industry in marketing activities,and provides a set of methods from the investigation and analysis of the current situation of the industry to the exploration of marketing opportunities in the industry,to determine the market positioning of the start-up enterprise,and to form a complete marketing strategy system..