Z Company Macadamia Nut Snack Food Marketing Strategy Optimization Research

Planting Macadamia is a local characteristic agricultural industry in Yunnan Provin ce,the planting area and output of Macadamia nut in Yunnan rank among the top in the world.With the increasing market demand,the future development potential is very huge.The research object of this paper is Z company’s deeply processed products with macadamia nuts as raw materials,mainly biscuits and sweets.At present,Z company’s macadamia nut snack food industry has just started,but it has not met expectations due to flatsales.This paper analyzes the external environment of Z company with the help of pest and five forces Market research was carried out by issuing questionnaires and quantitative research was carried out with the help of SPSS and other technical means to find out the reasons that consumer personal characteristics,consumer cognition and consumer behavioral intention affect consumer behavior factors.Through qualitative analysis,combined with 4P’s and STP theory,this paper points out the existing problems of Z company’s marketing strategy.Coming up with the improvement strategy for the Z company based on the complex competition environment of leisure food.By clarifying the positioning of product health attributes,enriching product categories,improving and updating packaging,optimizing product brand image,scientific and reasonable pricing,deeply cultivating online and offline dual channels,optimizing publicity and promotion,etc.,to solve the marketing dilemma of Z company’s macadamia snack food,provide guidance for Z company’s development.And also provide reference for the snack food industry.Finally,Put forward relevant safeguard measures to support Z company’s macadamia snack food marketing strategy,so as to realize the transformation of agricultural product achievements and sustainable growth of farmers’ income.