Research On Marketing Strategy Of Quick-frozen Products Of Sanquan Food Company

At present,with the rapid development of society and the accelerated pace of life,people have higher and higher requirements for family cooking.Compared with traditional ingredients,quick-frozen food has fewer cooking steps and shorter time consumption,which can better meet the requirements of today’s people for efficient cooking.With the continuous improvement of urbanization and the accelerated pace of people’s life in China,frozen food is gradually accepted by more and more consumers,and the consumption demand for frozen food is also growing.With the rapid development of China’s catering industry,quick-frozen food has gradually become an important way to achieve standardization in China’s catering kitchen.In recent years,with the rise of e-commerce,China’s logistics industry has developed rapidly,and cold chain logistics has also developed rapidly.The mobile internet has opened up a new communication channel for the frozen food industry,allowing more customers to see the frozen food.Because quick-frozen food is safe and hygienic,convenient to eat,nutritious and delicious,and cheap,it is more and more popular with people,and the overall market size is also increasing.Quick frozen food refers to all kinds of main food,such as quick frozen steamed stuffed buns,quick frozen dumplings,quick frozen rice dumpling,quick frozen Mantou,Steamed rolls,Spring rolls,etc.,which are made of rice,noodles,coarse cereals,etc.as the main raw materials and meat,vegetables,etc.as the ingredients after processing,and can be transported,stored and sold under the condition of freezing.At this temperature,there will be no loss of water and juice,and there will be no problem of bacteria breeding,which can effectively ensure the safety of food.The domestic quick-frozen food industry just started in the early 1970 s,and its initial products are frozen vegetables,frozen seafood,frozen meat,etc.After the 1980 s,with more and more surplus agricultural and sideline products in agricultural production,processed foods such as frozen noodles and pastries have also gradually developed.The development of quick-frozen food in China was after the 1990 s,with the gradual establishment of the cold chain of circulation and consumption,and the rapid development of quick-frozen food in China during this period.At present,the quick-frozen food and quick-frozen food industry is in a period of rapid development,and there is a lot of room for vertical and horizontal expansion in its industrial chain.Sanquan is the leader of the domestic quick-frozen food industry,facing unprecedented development opportunities,and the market competition is becoming increasingly fierce.This thesis takes this company as the research object.First of all,after sorting out the research status of marketing at home and abroad,this thesis comprehensively discusses the marketing strategy and the related concepts of quick-frozen food and food marketing,laying a solid theoretical foundation for the writing of the thesis.Secondly,this thesis analyzes the sales situation of quick-frozen products of Sanquan Company,analyzes the basic situation of the company and the sales situation of quick-frozen products,and analyzes the existing problems in the marketing of Sanquan Company and the factors that cause these problems through questionnaire survey.Thirdly,the marketing environment of Sanquan’s quick-frozen products is analyzed,mainly considering the macro and micro environment.On this basis,based on the analysis of the problems and causes in the quick-frozen product market of Sanquan Company,and according to the 4Ps marketing theory,this thesis puts forward some suggestions for improving the marketing strategy of quick-frozen products of Sanquan Company.Namely:optimize product strategy,enrich product portfolio and improve product quality;Price strategy optimization,pricing preference suggestions and implementation cost control;Channel strategy optimization,cooperation with catering enterprises,development of network channels and improvement of distribution channels;Optimize the promotion strategy,update the promotion activities in a timely manner and carry out all-round promotion.On this basis,four guarantee mechanisms are put forward,namely,manpower guarantee,capital guarantee,quality guarantee and logistics guarantee.The subject takes the marketing strategy of quick-frozen products of Sanquan Company as the starting point,and deeply analyzes various problems encountered in the marketing process,in order to test the feasibility of classic marketing theory in the food industry,and provide a new perspective for the formulation of quick-frozen food sales strategy.This thesis analyzes the marketing strategy of Sanquan Food Company,with a view to improving its core competitiveness,giving full play to its own advantages,so as to achieve long-term development in the increasingly fierce competition,with strong practical application value,and at the same time,it can provide some reference for those companies that are making progress in this field.