Research On Marketing Strategy Optimization Of L Company’s Pre-packaged River Snails Rice Noodle Under The Background Of New Retail

With the rapid development of emerging technologies such as the Internet,mobile communication,and big data,as well as the steady improvement of people’s quality of life and income level in China,people’s consumption concepts are also undergoing subtle changes.At the same time,consumers have a higher pursuit of consumer experience,and traditional online and offline retail models are facing a series of challenges.Based on this,a "new retail" model that combines online and offline has quietly emerged and sparked a marketing revolution.The trend of home economy,lazy economy and celibacy economy has promoted the development of instant food.Snail noodle has quickly become a popular online product because of its unique taste.However,as Baicao Flavor,Wuling,Cha Cha,Human Happiness and other brands have mushroomed into the pre-packaged snail noodle market,coupled with the continuous emergence of hot-sour noodles,red oil noodles,instant Congee,self heating hot pot,self heating rice and other convenient foods,the sales of pre-packaged snail noodle are facing huge challenges.This forces snail noodle enterprises to formulate more scientific and perfect marketing strategies to adapt to the development of the times and respond to market competition.This paper takes the pre-packaged snail noodle products of L Company as the research object,and on the basis of the research of new retail and marketing literature,with the help of PEST analysis model and Porter’s five forces model as the analysis tools,to expound the macro and micro environment of L Company’s pre-packaged snail noodle marketing faces,and then analyzes the current situation of L Company’s new retail marketing with the 4P marketing theory.In addition,this paper investigates the consumption situation of the consumers of pre-packaged snail noodle of L Company,the factors affecting consumers’ purchase,consumption experience and other aspects by means of questionnaires,and analyzes the results.The survey data shows that among the given pre-packaged snail noodle brands,the top three brands in popularity are Li Ziqi,Haohuan snail and L brand,among which the way and strength of marketing have a greater impact on brand awareness;Consumers’ loyalty to the snail noodle brand is not high,and more than 50% of the consumers choose the brand randomly;Most of the respondents ate pre-packaged snail noodle once or twice a month;65% of the respondents can accept the price of high-end snail noodle;Nearly85% of the consumers make purchases through online e-commerce platforms.At the same time,based on the problems found in the survey,this paper puts forward corresponding optimization suggestions for the pre-packaged snail noodle marketing strategy of L Company,such as providing personalized customized services,strengthening daily supervision and control of product prices,improving channel operation efficiency,strengthening new media platform marketing,etc.It would clarify the marketing strategic planning of L Company and build a new retail marketing system that achieves a high degree of integration between online and offline.This study hopes to provide reference information for traditional retail enterprises to transform into new retail,provide targeted optimization suggestions for L company’s pre-packaged Liuzhou snail noodle marketing strategy,and promote the sustainable and healthy development of L company under the background of new retail.