MBA教育中心知识库

随着中国经济社会迅速发展，人民群众的物质生活水平得到显著提高，对于休闲食品的需求更加多样化、品质化，辣味休闲食品以其麻辣入味、解馋过瘾的特性深受消费者喜爱，成为当下休闲食品行业中规模增长较快的细分赛道。当前辣味休闲食品市场有卫龙、麻辣王子、三只松鼠、良品铺子等强势品牌，以及众多地方性的中小企业，行业集中度较低，市场竞争激烈。在此背景下，企业营销策略的选择有助于帮助企业在纷繁复杂的行业竞争赢得竞争优势，提升企业在行业内的品牌话语权。

本文以卫龙食品公司作为研究对象，首先介绍了企业的基本概括，运用4P理论介绍了卫龙食品公司在产品、价格、渠道、促销等方面营销现状，并借助SPSS对消费者问卷调查进行描述性统计分析，找出了卫龙食品公司在营销策略上存在的问题，即单一品类产品依赖度高、产品同质化严重、产品研发投入不足的产品问题；同类产品价格差异大、频繁提价造成销量下滑的价格问题；线下渠道依赖度高、线上新渠道发展不足的渠道问题，和促销形式相对单一、营销宣传具有局限性、社交媒体互动性不足的促销问题。其次，运用PEST分析法、波特五力模型对卫龙食品公司的宏微观环境、行业竞争环境进行分析。最后，借助STP理论对卫龙食品公司的市场细分、目标市场选择和市场定位进行了明确，结合前文发现的营销策略问题，对卫龙食品公司提出有针对性的营销策略优化建议，分别是：丰富产品品类、提升产品品质、聚焦爆款新品研发的产品优化策略，完善产品差异化定价、保持价格合理增长的价格优化策略，进一步优化线下渠道、完善线上渠道布局的渠道优化策略，推出新潮化营销活动、提升品牌宣传效果、广泛应用网络社交媒体的册小优化策略，并从组织、人才、技术和制度方面为卫龙食品公司营销策略优化的顺利实施提供保障。

本文通过为卫龙食品公司营销策略的优化研究，为卫龙食品公司的营销策略提供一定的参考价值。此外，本文的研究对国内其他辣味休闲食品企业制定营销策略提供一定的启发和参考。

With the rapid development of China's economy and society, the material living standards of the people have been significantly improved, and the demand for snack food has become more diverse and high-quality. Spicy snack food is deeply loved by consumers for its spicy flavor and satisfying characteristics, and has become a fast-growing segment in the current snack food industry. At present, there are strong brands such as Weilong, Spicy Prince, Three Squirrels, and BESTORE in the spicy snack food market, as well as many local small and medium-sized enterprises, with low industry concentration and fierce market competition. In this context, the choice of corporate marketing strategy helps enterprises win competitive advantages in complex industry competition and enhance their brand voice in the industry.

In this paper, Weilong Food Company is taken as the research object, and firstly, the basic overview of the enterprise is introduced, the 4P theory was used to introduce the marketing status of Weilong Food Company in terms of products, prices, channels, promotions, etc., and the descriptive statistical analysis of consumer questionnaires was carried out with the help of SPSS, and several problems in the marketing strategy of Weilong Food Company were found. For example, products with high dependence on a single category of products, serious product homogeneity, and insufficient investment in product research and development; The price problem of large price differences and frequent price increases of similar products has caused a decline in sales; The channel problem of high dependence on offline channels and insufficient development of new online channels, and the promotion problems of relatively single promotion form, limited marketing and social media interaction.Secondly, the PEST analysis method and Porter's five forces model are used to analyze the macro and micro environment and industry competition environment of Weilong Food Company. Finally, with the help of STP theory, the market segmentation, target market selection and market positioning of Weilong Food Company are clarified, and the targeted marketing strategy optimization suggestions are put forward for Weilong Food Company in combination with the marketing strategy problems found above, which are: Enrich product categories, improve product quality, focus on the product optimization strategy of explosive new product research and development, improve product differentiation pricing, maintain reasonable price growth price optimization strategy, further optimize offline channels, improve the channel optimization strategy of online channel layout, launch trendy marketing activities, enhance brand promotion effect, widely apply the optimization strategy of online social media, and provide guarantee for the smooth implementation of Weilong Food Company's marketing strategy optimization from the aspects of organization, talent, technology and system.

This paper provides a certain reference value for the marketing strategy of Weilong Food Company through the optimization research of Weilong Food Company's marketing strategy. In addition, the research in this paper provides some inspiration and reference for other domestic spicy snack food enterprises to formulate marketing strategies.