Research On Marketing Strategy Optimization Of Light Food Products Of H Company

Economic development has led to the upgrading of the consumption structure of residents.With the introduction of the Healthy China Strategy,the state has introduced a series of policies to promote national fitness and healthy diet.As a fashionable lifestyle,"light eating" is accepted by more and more people.Light food is a healthy food with low fat,low calories and high satiety.After 2018,packaged light food products have been welcomed by the market and favored by the capital,ushering in a period of rapid development.Typical products include whole wheat bread,ready-to-eat chicken breast,whole wheat cereal,protein bars,etc.A large number of light food brands have sprung up,they are very popular with consumers.Traditional food production enterprises are also faced with the situation of adapting to market development and industrial transformation and upgrading.It is necessary to study how traditional food production enterprises use their own advantages,keep up with market development,realize product upgrading and value chain extension,and complete enterprise transformation and upgrading.This paper takes the light food products of H Company,a traditional food production enterprise,as the research object,uses the literature review method to sort out the existing relevant research results,analyzes the marketing status quo and marketing environment of H Company,and finds the problems existing in the current marketing strategy of H company.By using the method of online questionnaires to collect electrical contractor evaluation,the method of using the STP theory clear light food product market positioning: H company for moderate consumption of young women group provide healthy food.Based on the 4V marketing theory,the marketing strategy of H Company’s light food products was optimized from the following aspects: first,differentiation was highlighted in marketing,and optimization was carried out from three aspects: product,channel and brand image;Second,highlight functional marketing in marketing,from the core function,extended function and additional function to promote;Third,to increase the added value of products and improve the sense of gain of consumers;Fourth,through demand resonance and emotional resonance to establish the resonance between enterprises and consumers.