本文对我国休闲食品行业及不二家公司的内外部环境进行详细的分析，接下来使
用 SWOT 工具发现企业所面临的机会和威胁，从而为企业制定了可供参考的产品营销
战略方案；在以此为基础以 4PS 营销理论为指导制定了具体的营销策略；最后总结了
不二家公司产品营销策略的实施步骤及保障。
论文通过对不二家公司的营销策略进行研究，提出企业在营销策略制定和分析过
程中的一些思路和看法，并运用 MBA 所学到的专业理论给予总结。这种营销策略研究
及制定的过程和其中的一些结论对休闲食品行业其他的企业有一定的参考价值
关键词：营销策略、休闲食品、关键性品牌、不二家
Abstract
With the continuous development of China’s economic strength after the reform and
opening up, people’s living standard has been constantly improved. So has China’s snack
food industry. Especially, the market scale of snack food has been further expanded, and its
variety has been greatly enriched ever since the beginning of this century. Therefore, snack
food companies have sprung up like mushrooms at home and abroad. Currently, the
competition of the domestic snack food market is very intense, which is because, on the
one hand, the European and American brands cover the market across the whole country
making use of their technology and brand advantages, on the other hand, many domestic
brands in all parts of China expand their market share by means of their flexibility. In the
field of snack food, the company with a scale over one billion can be found everywhere.
Therefore, the small-scale Japanese companies like Fujiya (Hangzhou) Food Co., Ltd. put
into production shortly face great difficulties when striving to become bigger and stronger
in the fierce competition.
Firstly, the paper analyze internal and external environment in China’s snack food
industry and Fujiya (Hangzhou) Food Co., Ltd. Secondly, SWOT analysis can be used as a
tool to find the opportunities and threats that the company confronts, thereby, the paper
makes product marketing strategy program for the company for reference. On the basis, the
paper makes specific marketing strategy under the guidance of 4PS marketing theory.
Lastly, the paper summarizes implementation steps and guarantee of product marketing
strategy in Fujiya (Hangzhou) Food Co., Ltd.
Based on the study of marketing tactics of Fujiya (Hangzhou) Food Co., Ltd., the paper
proposes some ideas and opinions that the enterprise makes and analyzes marketing tactics,
and makes a conclusion by using professional theory in NBA. The processes and some
conclusions of researching and making marketing strategy give some reference to and
other companies in snack food industry.
Keywords: Marketing Strategy、Critical Brand、 Snack Food、 Fujiya
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