Ningxia Hongqiao Organic Food Co.,Ltd. Marketing Strategy Research

With the continuous improvement of the living consumption level of Chinese residents and the accelerated pace of life,quick-frozen food is favored by more and more consumers and has become part of the daily diet.As a major classification of quick-frozen foods,quick-frozen vegetables have been expanding in recent years.With the continuous improvement of cold chain logistics and the development of fresh e-commerce,it has invisibly opened up a market for quick-frozen food.However,the popularity of quick-frozen vegetables in China is not enough,the current domestic consumer awareness of quickfrozen vegetables is not high,and there is a huge room for development in the domestic consumer market.The research object of this paper is Ningxia Hongqiao Organic Food Co.,Ltd.,which is a modern agricultural product processing enterprise mainly engaged in the planting,processing,research and development and sales of green agricultural products,the main products are frozen vegetables,dehydrated vegetables,vegetable slices three series of more than 20 products,has been successfully registered"Ruiweiyuan" trademark.With the help of STP,4P,4C marketing strategy theory,brand marketing theory and analysis model,this paper analyzes the marketing environment and marketing strategy of enterprises,and finds that there are problems such as lack of brand building awareness,inaccurate target market selection,no advantage in product prices,low added value of products,single sales channel structure,lack of marketing publicity in marketing,and so on.In view of these problems,the causes of these problems are analyzed,combined with the analysis of the macro and micro environment of enterprises,and a questionnaire survey is carried out on the C-end market demand for the expansion of quick-frozen vegetables,and the portrait of the target consumer group is depicted.Based on the analysis of the current situation and the results of the questionnaire survey,the target market of quick-frozen vegetables is analyzed,and the suggestions of enterprises to provide products that meet customer needs,reduce customer purchase costs,increase the convenience of customer purchases,implement effective two-way communication with customers as the center,and improve the competitiveness of the "Ruiweiyuan" brand,and ensure the organization,system,capital,and product traceability system.It is recommended that enterprises maintain the customer relationship of existing large customers(production enterprises),do a good job in the service of catering enterprises,vigorously develop the terminal consumer market of families and individuals,base themselves on the local area and radiate the surrounding areas,keep an eye on the target consumer groups,expand the brand influence of "Ruiweiyuan",improve the market competitiveness of products,and promote enterprises to stand out in the market of quick-frozen vegetable products.At the same time,it is also hoped that it can provide a certain reference role and reference basis for other enterprises in the industry in the formulation of marketing strategies.