Research on Marketing Strategy Based on Consumer Behavior—Taking S Company as an Example

Guangpeng Zhao; Yuan Ding; Chen Wen; Shasha Cao

doi:doi:10.11648/j.ijber.20221102.13

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Research on Marketing Strategy Based on Consumer Behavior—Taking S Company as an Example

Guangpeng Zhao, Yuan Ding, Chen Wen, Shasha Cao

Published in International Journal of Business and Economics Research (Volume 11, Issue 2)

Received: 18 April 2022 Published: 20 April 2022

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Abstract

The snack food industry has developed rapidly in China in recent years. As the market's demand for snack food is increasing, the output has also increased rapidly. However, the snack food industry started late in China, the production capacity and production level of snack food enterprises need to be improved, and there is a certain homogenization of snack food. Faced the snack food market that compete intensively, it is necessary for snack food companies to arm themselves with marketing theories to formulate marketing strategies, and improve their market competitiveness. In paper, company S is taken as the research object, combining the marketing environment and the company's sales status, Consumer Behavior Theory and marketing theory are adopted, empirical analysis and statistics on the obtained relevant data were carried out, and safeguard measures suitable for company S's marketing strategy from the perspective of 4C marketing theory was proposed, including strategies to meet consumer needs, to reduce consumer costs, to provide shopping convenience, and to improve effective communication with consumers. In this way, the company S can obtain a longer-term development in the fierce market competition, and at the same time, it can guide the enterprises similar to the company S to formulate effective marketing activities in line with their own development.

Published in	International Journal of Business and Economics Research (Volume 11, Issue 2)
DOI	10.11648/j.ijber.20221102.13
Page(s)	75-80
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2022. Published by Science Publishing Group

Keywords

Snack Food, Consumer Behavior, Marketing Theory

References

[1]	Philip Kolter. Marketing Management [M]. Prentice Hall, 2002.
[2]	E. Jerome McCarthy. Basic Marketing [M]. Prentice Hall, 1960.
[3]	Loudon, D. L. 1993. Consumer Behavior: Concepts and Applications [M]. The Dryden Press, 4.
[4]	Vohs, K. D. & R. J. Faber (2007), “Self-regulation and impulsive spending”, Journal of Consumer Research 33 (3): 537-547.
[5]	Pindyck and Rubinfeld. Microeconomics (Fourth Edition) [M]. Beijing: Renmin University of China Press, 2000 (9).
[6]	Hui Li. Exploration of Marketing Strategy for Enterprises to Respond to Consumer Behavior [J]. Industry and Technology Forum, 2016, 15 (20): 220-221.
[7]	Shihong Zhao. Research on the Brand Strategy of Chinese Enterprises [D]. Nanjing University of Science and Technology, 2008.
[8]	Xiaojing Tang, Dan Wang. Review of Consumer Behavior Research [J]. Times Finance, 2015 (23): 234+242.
[9]	Wei Wang. Research on Influencing Factors of Consumer Behavior [J]. Oriental Enterprise Culture, 2010 (12): 8-11.
[10]	Lin Li. Discussion on Modern Marketing Theory [J]. Managers, 2013 (16): 303.
[11]	Qiu Yu. Analysis on Marketing Strategy of Small and Medium Enterprises [J]. Enterprise Herald, 2011, (7): 141-142.
[12]	Lijun Wang. Enterprise Marketing Strategy Based on Consumer Perspective [J]. Labor Security World (Theory Edition), 2013 (09): 229.

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APA Style

Guangpeng Zhao, Yuan Ding, Chen Wen, Shasha Cao. (2022). Research on Marketing Strategy Based on Consumer Behavior—Taking S Company as an Example. International Journal of Business and Economics Research, 11(2), 75-80. https://doi.org/10.11648/j.ijber.20221102.13

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ACS Style

Guangpeng Zhao; Yuan Ding; Chen Wen; Shasha Cao. Research on Marketing Strategy Based on Consumer Behavior—Taking S Company as an Example. Int. J. Bus. Econ. Res. 2022, 11(2), 75-80. doi: 10.11648/j.ijber.20221102.13

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AMA Style

Guangpeng Zhao, Yuan Ding, Chen Wen, Shasha Cao. Research on Marketing Strategy Based on Consumer Behavior—Taking S Company as an Example. Int J Bus Econ Res. 2022;11(2):75-80. doi: 10.11648/j.ijber.20221102.13

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@article{10.11648/j.ijber.20221102.13,
  author = {Guangpeng Zhao and Yuan Ding and Chen Wen and Shasha Cao},
  title = {Research on Marketing Strategy Based on Consumer Behavior—Taking S Company as an Example},
  journal = {International Journal of Business and Economics Research},
  volume = {11},
  number = {2},
  pages = {75-80},
  doi = {10.11648/j.ijber.20221102.13},
  url = {https://doi.org/10.11648/j.ijber.20221102.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20221102.13},
  abstract = {The snack food industry has developed rapidly in China in recent years. As the market's demand for snack food is increasing, the output has also increased rapidly. However, the snack food industry started late in China, the production capacity and production level of snack food enterprises need to be improved, and there is a certain homogenization of snack food. Faced the snack food market that compete intensively, it is necessary for snack food companies to arm themselves with marketing theories to formulate marketing strategies, and improve their market competitiveness. In paper, company S is taken as the research object, combining the marketing environment and the company's sales status, Consumer Behavior Theory and marketing theory are adopted, empirical analysis and statistics on the obtained relevant data were carried out, and safeguard measures suitable for company S's marketing strategy from the perspective of 4C marketing theory was proposed, including strategies to meet consumer needs, to reduce consumer costs, to provide shopping convenience, and to improve effective communication with consumers. In this way, the company S can obtain a longer-term development in the fierce market competition, and at the same time, it can guide the enterprises similar to the company S to formulate effective marketing activities in line with their own development.},
 year = {2022}
}

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TY  - JOUR
T1  - Research on Marketing Strategy Based on Consumer Behavior—Taking S Company as an Example
AU  - Guangpeng Zhao
AU  - Yuan Ding
AU  - Chen Wen
AU  - Shasha Cao
Y1  - 2022/04/20
PY  - 2022
N1  - https://doi.org/10.11648/j.ijber.20221102.13
DO  - 10.11648/j.ijber.20221102.13
T2  - International Journal of Business and Economics Research
JF  - International Journal of Business and Economics Research
JO  - International Journal of Business and Economics Research
SP  - 75
EP  - 80
PB  - Science Publishing Group
SN  - 2328-756X
UR  - https://doi.org/10.11648/j.ijber.20221102.13
AB  - The snack food industry has developed rapidly in China in recent years. As the market's demand for snack food is increasing, the output has also increased rapidly. However, the snack food industry started late in China, the production capacity and production level of snack food enterprises need to be improved, and there is a certain homogenization of snack food. Faced the snack food market that compete intensively, it is necessary for snack food companies to arm themselves with marketing theories to formulate marketing strategies, and improve their market competitiveness. In paper, company S is taken as the research object, combining the marketing environment and the company's sales status, Consumer Behavior Theory and marketing theory are adopted, empirical analysis and statistics on the obtained relevant data were carried out, and safeguard measures suitable for company S's marketing strategy from the perspective of 4C marketing theory was proposed, including strategies to meet consumer needs, to reduce consumer costs, to provide shopping convenience, and to improve effective communication with consumers. In this way, the company S can obtain a longer-term development in the fierce market competition, and at the same time, it can guide the enterprises similar to the company S to formulate effective marketing activities in line with their own development.
VL  - 11
IS  - 2
ER  -

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Author Information

Guangpeng Zhao

Heze Public Resources Trading Center, Heze, China
Yuan Ding

School of Management, Ocean University of China, Qingdao, China
Chen Wen

Olin Business School, Washington University in St. Louis, St. Louis, USA
Shasha Cao

Heze Public Resources Trading Center, Heze, China

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Plain Text BibTeX RIS

APA Style

Guangpeng Zhao, Yuan Ding, Chen Wen, Shasha Cao. (2022). Research on Marketing Strategy Based on Consumer Behavior—Taking S Company as an Example. International Journal of Business and Economics Research, 11(2), 75-80. https://doi.org/10.11648/j.ijber.20221102.13

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ACS Style

Guangpeng Zhao; Yuan Ding; Chen Wen; Shasha Cao. Research on Marketing Strategy Based on Consumer Behavior—Taking S Company as an Example. Int. J. Bus. Econ. Res. 2022, 11(2), 75-80. doi: 10.11648/j.ijber.20221102.13

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AMA Style

Guangpeng Zhao, Yuan Ding, Chen Wen, Shasha Cao. Research on Marketing Strategy Based on Consumer Behavior—Taking S Company as an Example. Int J Bus Econ Res. 2022;11(2):75-80. doi: 10.11648/j.ijber.20221102.13

Copy | Download

@article{10.11648/j.ijber.20221102.13,
  author = {Guangpeng Zhao and Yuan Ding and Chen Wen and Shasha Cao},
  title = {Research on Marketing Strategy Based on Consumer Behavior—Taking S Company as an Example},
  journal = {International Journal of Business and Economics Research},
  volume = {11},
  number = {2},
  pages = {75-80},
  doi = {10.11648/j.ijber.20221102.13},
  url = {https://doi.org/10.11648/j.ijber.20221102.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20221102.13},
  abstract = {The snack food industry has developed rapidly in China in recent years. As the market's demand for snack food is increasing, the output has also increased rapidly. However, the snack food industry started late in China, the production capacity and production level of snack food enterprises need to be improved, and there is a certain homogenization of snack food. Faced the snack food market that compete intensively, it is necessary for snack food companies to arm themselves with marketing theories to formulate marketing strategies, and improve their market competitiveness. In paper, company S is taken as the research object, combining the marketing environment and the company's sales status, Consumer Behavior Theory and marketing theory are adopted, empirical analysis and statistics on the obtained relevant data were carried out, and safeguard measures suitable for company S's marketing strategy from the perspective of 4C marketing theory was proposed, including strategies to meet consumer needs, to reduce consumer costs, to provide shopping convenience, and to improve effective communication with consumers. In this way, the company S can obtain a longer-term development in the fierce market competition, and at the same time, it can guide the enterprises similar to the company S to formulate effective marketing activities in line with their own development.},
 year = {2022}
}

Copy | Download

TY  - JOUR
T1  - Research on Marketing Strategy Based on Consumer Behavior—Taking S Company as an Example
AU  - Guangpeng Zhao
AU  - Yuan Ding
AU  - Chen Wen
AU  - Shasha Cao
Y1  - 2022/04/20
PY  - 2022
N1  - https://doi.org/10.11648/j.ijber.20221102.13
DO  - 10.11648/j.ijber.20221102.13
T2  - International Journal of Business and Economics Research
JF  - International Journal of Business and Economics Research
JO  - International Journal of Business and Economics Research
SP  - 75
EP  - 80
PB  - Science Publishing Group
SN  - 2328-756X
UR  - https://doi.org/10.11648/j.ijber.20221102.13
AB  - The snack food industry has developed rapidly in China in recent years. As the market's demand for snack food is increasing, the output has also increased rapidly. However, the snack food industry started late in China, the production capacity and production level of snack food enterprises need to be improved, and there is a certain homogenization of snack food. Faced the snack food market that compete intensively, it is necessary for snack food companies to arm themselves with marketing theories to formulate marketing strategies, and improve their market competitiveness. In paper, company S is taken as the research object, combining the marketing environment and the company's sales status, Consumer Behavior Theory and marketing theory are adopted, empirical analysis and statistics on the obtained relevant data were carried out, and safeguard measures suitable for company S's marketing strategy from the perspective of 4C marketing theory was proposed, including strategies to meet consumer needs, to reduce consumer costs, to provide shopping convenience, and to improve effective communication with consumers. In this way, the company S can obtain a longer-term development in the fierce market competition, and at the same time, it can guide the enterprises similar to the company S to formulate effective marketing activities in line with their own development.
VL  - 11
IS  - 2
ER  -

Copy | Download