Research On Brand Marketing Strategy Of H Company’s Prefabricated Vegetables

The prefabricated vegetable industry provides a carrier and support for the organic integration and integrated development of modern agriculture and the food industry,and also provides a path for reference and reference to promote rural revitalization.In January 2022,the National Development and Reform Commission stated that it would encourage independent catering,production and sale of semi-finished products,and the listing of clean vegetables,providing a clear political direction for the development of the prefabricated vegetable industry.In 2023,the No.1 central document of the Central Government clearly proposed to "cultivate and develop the prefabricated vegetable industry",which will usher in greater opportunities for the development of prefabricated vegetables.The research object of this article is H Company,a local manufacturer and sales enterprise of prefabricated vegetables.The company started as a hot pot food ingredient such as pill products and sausage products.In 2019,the company officially entered the field of research,development and sales of prefabricated vegetables.Although the enterprise has launched some new prefabricated dishes,there are still weaknesses in the formation,construction,promotion,and other aspects of prefabricated dishes,which restrict the high-quality development of the enterprise.Therefore,in the process of promoting the R&D and sales of prefabricated vegetables,Company H urgently needs to systematically plan brand marketing strategies to achieve the goal of improving the company’s comprehensive competitiveness and occupying a favorable market position.In order to explore the problems encountered in the construction of H Company’s prefabricated dish brand,this article will select different objects such as consumers and operators to conduct research based on H Company’s core development strategy,use PEST,Porter’s Five Forces Model,and other methods to analyze the external environment faced by H Company’s prefabricated dish brand marketing,and analyze its internal environment of prefabricated dish marketing in combination with enterprise organizational structure.Then conduct a SWOT analysis,starting from the overall strategy and objectives of H Company’s prefabricated dish brand marketing,propose a complete set of strategic optimization plans for brand positioning,design,dissemination,and maintenance,and point out corresponding safeguard measures to ensure the effective implementation of the optimization strategy,truly promoting the development and growth of H Company’s prefabricated dish brand.It is also expected to provide some reference for the current enterprise brand construction in the prefabricated dish industry.