Research On The Marketing Strategy Of M Snack Food Company From The Perspective Of Consumer Behavior

With the rapid development of the national economy and the rapid improvement of people’s consumption level,people’s consumption needs and consumption patterns show a trend of diversification and leisure.Among them,the most typical is snack food.With the upgrading of consumption,the development of the snack food industry has entered a fast lane,and the scale of output value has continued to expand.It has become one of the most promising and dynamic industries in the future fast-moving consumer goods market.Especially with the advent of the Internet era and the era of experience economy,people’s traditional consumption patterns have been greatly changed.How to adapt to the changing needs of people’s consumption patterns in the new era and adjust marketing strategies in a targeted manner is a must for snack food companies.facing problems.This paper takes the local M snack food company in Henan as the research object,and firstly uses the PEST analysis tool and Porter’s five forces model to analyze the current marketing status and marketing environment of M snack food company,to clarify the company’s marketing work status,and from the consumer demand.It analyzes the problems existing in its marketing strategy in terms of positioning,the cost that consumers are willing to pay,the convenient way to purchase,and the communication with consumers.Questionnaire,through the method of questionnaire survey to investigate consumers’ purchasing behavior,and analyze the characteristics of snack food consumers’ purchasing behavior and their demand preferences,so that M Snack Food Company can prescribe the right medicine;and then based on the results of consumer statistical analysis,respectively from the marketing mix strategy theory,experience marketing theory,network marketing theory to put forward the improvement measures of marketing strategy,so as to deal with and solve the current marketing problems of M snack food company.Finally,the focus is to put forward safeguard measures from the aspects of organizational structure,marketing team,industrial chain planning,brand building,technology,etc.to ensure the smooth implementation of the strategy.While developing,small and medium-sized snack food companies must adapt to the needs of the market in a timely manner according to the internal and external environment,and adjust their marketing strategies accordingly.This paper takes M snack food company as the research object.The purpose is to improve the marketing strategy,so that the company can accurately grasp the development opportunities in the new era,meet the needs of consumers with the changing environment,and seize the market better and more quickly.machine.In addition,this article also hopes to provide some reference for other small and medium-sized snack food companies to correctly grasp the pulse of market development,adjust marketing methods and strategies in a timely manner,and achieve better development and growth of the company.