Marketing Analysis Study of Branded Pork Based on Consumer Purchasing Behavior

伴随着社会的不断发展和进步，人们越来越重视食品的安全保障，逐渐地，食品安全成为人们对于生活质量选择的高要求。我国是全球猪肉消耗最大的国家，猪肉在我国肉类产量和消费量占60%左右。而品牌是一个企业竞争力的重要组成部分。文章将从消费者在选择品牌猪肉时的行为因素出发，研究对品牌猪肉营销策略的影响并分析品牌猪肉在营销过程中存在的问题，提出相关可行性建议，促进品牌猪肉的发展，提升企业品牌竞争力。Along with the continuous development and progress of society, people pay more and more attention to the safety and security of food, and gradually, food safety has become a high requirement for people to choose their quality of life. China is the world’s largest pork consumption country, and pork in China’s meat production and consumption accounts for about 60% of the total consumption. A brand is an important part of the competitiveness of an enterprise. This paper will start with the consumers in the choice of brand pork behavioral factors, study the impact of brand pork marketing strategy, analyze the brand pork in the process of marketing problems, and put forward relevant feasible suggestions to promote the development of brand pork and enhance the competitiveness of enterprise brand.