Abstract
In recent years, China's food industry is developing rapidly. Among them, the
steady development of food companies is conducive to the development of China's
food industry in a better direction, and the marketing strategy is that a food company
can grow, the most important thing to stand out in the fierce competition.
This thesis will take Zhen Yuantong company as an example, analyze the
development vision of Zhen yuantong Company in the current market environment
and its existing problems, formulate corresponding countermeasures to improve the
current situation and in order to continue to develop in the fierce competition. This
thesis combines the actual situation of Zhen Yuantong company, analyze the
advantages and disadvantages of the existing marketing mode of Zhen Yuantong
company and the marketing environment of the company, found that company has the
problems of high price positioning, slow product development, narrow marketing
channels and single promotion means. In-depth analysis of the above problems, use
4p theory from product, price, place, promotion four aspects to make a more scientific
marketing strategy. The conclusions drawn in this article may be helpful for the future
of Zhen yuantong Company, and can also provide references for other companies.
Keywords: Marketing strategy 4P’s Snack foods Zhen Yuantong food
