. . . Through the analysis and research of the whole industry, we have made the structure of the whole industry as follows: at present, frozen food has developed into five categories: glutinous rice balls, glutinous rice balls, zongzi, wonton and pasta, all of which have high market maturity. Consumers have initially formed a certain brand consumption in category products, and most respondents will choose one or two brands of products when eating each product. For example, a consumer said, "I miss eating jiaozi, eating jiaozi will buy Sanquan, eating fish balls will buy Haiba pills, and eating zongzi will buy Wufangzhai", and the industry initially formed Miss = jiaozi (also the dominant category of Miss) Sanquan = Tangyuan (also the dominant category of Sanquan) Longfeng = jiaozi (also the dominant category of Miss) Wufangzhai = Zongzi. However, local small and medium-sized brands did not plan their own resource advantages reasonably in the development process, covering almost all categories, resulting in too scattered resources such as material resources, manpower, financial resources and energy. Second, product strategy and suggestions After many visits to supermarkets, we found that the product structure of most brands of quick-frozen food is unreasonable, but there are no products that consumers want to buy at the terminal display, and there are too many duplicate products, which leads to many existing products can not completely cover the key terminals of a city. At the same time, there are many kinds of products in the same category, which leads to the increase of production, circulation and sales management costs and the dispersion of promotion expenses, which is also one of the key reasons for the decrease of enterprise profits. Therefore, it is necessary to plan and evaluate the product line reasonably in advance, optimize the product mix, and strive to maximize the market effect while occupying less resources. 1, sort out and clarify the market mission and positioning of the products: what is an image-occupied product, what is a profit-making product, what is a volume product, what is a market-filled product and what is a market-attacking product; 2. Develop profitable products and batch products as strategic products of the company, and give priority to and attach importance to product promotion strategy, promotion support, terminal display and performance evaluation; 3, according to the regional market situation, the level and level of urban consumption, define the main products and characteristic products to fill the gap, and form an optimized pattern of "putting the right products in the right market"; Third, the channel strategy operation suggestion terminal is the place where products and consumers meet, where goods are converted into money, where sales are truly realized, and where consumers are caught. Grasping the terminal, we grasp the core of marketing. In order to standardize the terminal construction, different terminal operation execution manuals are formulated according to the market development and potential, which are inspected and implemented by the marketing department and incorporated into the sales assessment indicators of business personnel for assessment. 1. Promoter problem: At the terminal point of sales, the biggest factor affecting sales volume is promoters, and the number, work attitude and sales skills of promoters often determine the quality of sales; 2. Vividness: the exhibition of terminal products is the last link to complete the purchase of consumers, and only what consumers can see will be sold! Exhibition is the vividness of products, showing the good image of products, creating a sales atmosphere and mobilizing consumers' desire to buy; 3. The problem of noodles: At a specific terminal point of sale, the size of noodles is the size of market share, that is, the size of sales; At the same time, good product layout is the biggest advertising media. When selecting the terminal type, we should fully consider our own strength and output effect. Hypermarkets have large sales volume, good image and sufficient passenger flow, but at the same time, the cooperation conditions are harsh, the cost is high and the reward is high. Therefore, the company should fully analyze and measure the advantages and disadvantages when choosing a hypermarket, come up with the key layout of image products and profit-making products, and appropriately narrow the variety series of conventional products and bulk special products; For medium-sized supermarket chains with relatively low competition, the layout of terminal display and variety specifications can be increased, and the on-site promotion activities can also be appropriately tilted. In addition, Jiangsu and Zhejiang markets are growing rapidly in tertiary markets and key towns and villages, and the company focuses on screening key expansion outlets. Take conventional volume products and profit-making products as strategic products, and at the same time increase the terminal promotion and display space to quickly occupy the market space of local brands. Four. Suggestions on media operation 1. In the case of declining profits and insufficient communication costs, the mass media budget can be concentrated and dedicated; 2. The consumption appeal of CCTV is irreplaceable. It has created a powerful "potential field" in consumers' minds, which has greatly promoted sales and established a well-known brand in the special environment of China. 3. There are many people in outdoor, terminal media, bus shelters, bus advertisements and mobile media, which should be the first consideration in the next step; In recent years, the promotion activities of the media itself are increasing day by day. Actively participating in such activities and interacting with the media can effectively create a sound with consumers and give them a deeper memory; There are many innovative advertisements in various media, such as column titles, TV theater titles, congratulations advertisements, sponsorship of literary evenings, etc. For analysis and reference. 5. Thoughts on further operation of 1 brand. The brand must create a very strong memory for the target consumers in order to attract consumers' cognition and attention. If the name is not good in advance, this unfavorable factor must be made up at the level of brand promotion, so that the target consumers will have more sufficient choices and reasons to buy. 2. As soon as the daily terminal promotion and public relations activities of weak brands are over, consumers' attention will be discounted, and more importantly, it will be reflected in the actual purchase. They lack lasting memory and deep brand recognition, especially for light consumers; 3. If the brand connotation really occupies the mind and thinking of consumers, it must be visualized? That is, through an obvious sign, symbol, slogan, a moving picture, a series of closely connected vivid stories, etc. , can enter the daily life scene of consumer groups and continue to spread and influence, so that they have a * * * sound and consumption experience; 4. At present, the main battlefield of market competition in quick-frozen industry is still focused on product and price. Market share is the support point for brands to rely on sales. Without market share, there is no brand. How to expand sales and gain market share? At the same time, crush the brands of local handicraft workshops? Seizing sales from competitors will be an urgent problem for the industry. 5. At the level of marketing execution, the market competition has entered the fine marketing stage of fighting for speed and quality, and we must surpass our competitors by grasping details, quality and efficiency; In terms of operation methods, it is important to grasp the starting point, the process, the result and the effect; Refinement needs to go deep, go deep into the front line and go deep into the grassroots. 6. Diversification of sales channels: In the future market operation, channel diversification will be realized by increasing convenience stores, grocery stores, farmers' markets, government canteens, school canteens, military canteens, construction sites, group purchases, hotels and restaurants. 7. Digitization of decision-making: entrust a professional company to investigate or purchase the relevant data of brand development index, adjust the brand promotion strategy in time according to the market situation, and require the sales staff in regional markets to sort out the relevant indexes such as local media, culture, lifestyle and purchasing power according to the market situation in each region. The headquarters is responsible for compiling the national marketing guide, so that the experience can be precipitated into a database to facilitate the company to carry out unconventional activities. 8. Establish a store-in-store image exhibition room in a qualified city, do a good job in model stores and model markets, then replicate and promote them in key areas, and at the same time form an operating experience manual for large-scale promotion. Analysis on the success factors of major brands in intransitive verb industry 1. Wan Chai Wharf: The market positioning is clear, focusing on high-end people in metropolis, relying mainly on mainstream supermarkets in channels, paying special attention to terminal image construction, and the terminal layout is very strong and unified, establishing the first brand of high-end dumplings with high quality, high quality, high investment and high price. 2. Longfeng Food: The strategy of "selling real estate" cooperates with the strategy of regional deep cultivation to ensure that Longfeng has a firm foothold in economic circles with concentrated purchasing power such as Beijing-Tianjin, Yangtze River Economic Belt, Pearl River Economic Belt and Chongqing Economic Belt. 3. Missing the brand: the rational positioning of the brand is combined with the emotional appeal, and the original product orientation is gradually replaced by brand orientation in marketing strategy and organizational structure. In addition, the product has clear functional positioning and high sales network coverage. The whole company can quickly integrate marketing resources with the help of brand platform to achieve scale and efficiency. 4. Sanquan Food: In terms of market operation and product structure, it is very similar to missing. It pays attention to brand communication, and the leading products such as glutinous rice balls, jiaozi and zongzi are vigorously promoted. The profitable products in market segments such as Maixiang Breakfast and Western Restaurant Food Street have clear market expansion strategies and attach great importance to terminal investment. Sanquan's market share in the whole country, especially in the three northern regions (northeast, northwest and north China) is ahead of other brands.