| 外文摘要： |
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<p>
With the rapid growth of the country's national economy and the continuous improvement of residents' disposable income, the role of snack food is changing in the direction of flavor, nutrition, enjoyment, function, and entertainment. At present, the market structure of my country's snack food industry is scattered, showing the characteristics of small, scattered, large and chaotic. Moreover, the industry entry standard is relatively low, and the competition is intensified. As an industry giant, the Three Squirrels are facing increasing external pressure from peer companies or substitutes, and they are also challenged by internal product quality, sales channels and promotion strategies., leading to a "High sales, low profits" situation. Therefore it is necessary to optimize the marketing strategy of the Three Squirrels and improve the overall profit. To address these issues, this research was performed as follows:</p>
<p>
This thesis firstly summarizes the concepts of snack food, the marketing theories, analytical tools, and related academic research at home and abroad. Through the analysis of the operation status of the three squirrels, combined with the survey of consumers' satisfaction with the three squirrels, the problems existing in the product marketing of the three squirrels are deeply analyzed from the aspects of products, prices, channels and promotions, including: lack of innovation in product taste, serious homogeneity, frequent safety problems; unobvious price advantage, unclear product pricing; insufficient offline channel layout, insufficient publicity channels, and serious homogenization of promotion strategies. In view of the problems existing in the marketing strategy of the three squirrels, this thesis analyzes the macro environment and industry environment of the three squirrels based on the PEST analysis tool and Porter's five forces model, and then uses the SWOT analysis tool to analyze the advantages and disadvantages of the three squirrels, external opportunities and threats to conduct a comprehensive analysis. Finally, based on the results of the analysis and research, specific and targeted proposals are put forward for the optimization of the product marketing strategy of the three squirrels, including: upgrading the IP effect, improving the product system, increasing investment in research and development, and establishing a food safety system; optimizing the price system, Break through channel barriers; accelerate offline channel layout, grasp live e-commerce channels, enter overseas markets, and speed up new retail layout; enrich publicity and promotion channels, publicize and promote innovation and upgrading, etc. Finally, the guarantying measures for optimizing the implementation of the strategy are put forward from three aspects of human resource, system and funds support.</p>
<p>
The research on the optimization of the marketing strategy of the Three Squirrels in this thesis, on the one hand, will help this company to address the marketing issues, improve the efficiency, and consolidate its leading status in the industry. On the other hand, the research methods and conclusions of this thesis have certain significance for the optimization of marketing strategies such as products, prices, place, and promotions of peer companies.</p>
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谷歌
火狐
