Research On The Precision Marketing Of GL's Pre-prepared Meal

Affected by the COVID-19 pandemic,the prefabricated dishes industry has gained enormous development opportunities.More and more people have become accustomed to consuming prefabricated dishes products,and a large amount of capital and enterprises have flooded into the prefabricated dishes industry,making competition between prefabricated dishes companies increasingly intense.As the COVID-19 pandemic is coming to an end,the period of rapid development opportunities for the prefabricated dishes industry is ending.It is an important business issue for prefabricated dishes companies to take measures to maintain the continuous growth of their revenue and profits.Strengthening the connection between the enterprise and consumers,cultivating the prefabricated dishes consumption market,and focusing on precise marketing that meets consumer demands have become important strategies for the continuous development of prefabricated dishes companies.We selected GL Company,a domestic prefabricated dishes industry leader,as the research object,and used literature analysis,questionnaire survey,and other methods,as well as the marketing theory of 4P and customer segmentation theory to conduct research on the marketing problems of GL Company’s prefabricated dishes products.Firstly,through extensive and in-depth literature research,we clarified the meaning of precise marketing,and combined the marketing theory of 4P with customer segmentation theory according to the characteristics of prefabricated dishes enterprise management,constructing a precise marketing theoretical framework suitable for prefabricated dishes enterprises.Then,based on the theoretical analysis,we focused on analyzing the current marketing situation and marketing strategies of GL Company,and pointed out the deficiencies in GL Company’s prefabricated dishes marketing based on the results of the consumer questionnaire survey.Finally,an analysis is conducted on the macro environment and industry competition environment of GL company’s pre made vegetable marketing.Based on this theoretical framework of precision marketing for pre made vegetables,targeted precision marketing strategies are proposed for GL company.Through our research,we mainly conclude that:firstly,there are problems such as low customer development and management level,limited product categories and high pricing,under-utilization of channel functions,and unclear promotion positioning in prefabricated dishes marketing.Secondly,implementing precise marketing can shorten the supply chain,improve customer relationships,and better meet customer diversified needs.Therefore,it is necessary for GL Company to implement precise marketing for their prefabricated dishes products.Based on this conclusion,we have put forward precise marketing countermeasures for GL Company,including establishing user portraits to explore user needs,optimizing product matching for customer needs,strengthening channel services to improve customer relationships,and conducting promotions for high-quality customers.Our research provides a theoretical analysis basis and practical problem guidance for GL Company to clarify marketing problems,enhance marketing capabilities,strengthen customer management,and improve enterprise competitiveness,and provides a reference for the development of the same industry.