Marketing Strategy Optimization of Light Food

With the continuous improvement of China's economic level and people's increasing awareness of health, the light food industry is booming in China. Using the PEST model to analyze the current marketing environment, the paper highlights the government's policy support in promoting digital consumption, the important contribution of the food distribution industry to the economy, the positive trend of society gradually moving towards healthy eating, and the positive impact of technological innovation on the light food industry. However, the industry is also facing challenges such as fierce homogenous competition and how to balance the healthy attributes of food with consumers' need for satiety. Nevertheless, the light food industry as a whole still contains huge growth potential. Through the flexible use of the four PS (product, price, place, promotion) marketing mix, such as product differentiation, diversified pricing strategies, franchising and innovative packaging design, light food companies can effectively enhance their market competitiveness and consumer loyalty. As the concept of healthy eating becomes a dominant trend and the light food industry continues to grow, it is necessary to encourage light food companies not only to actively spread the concept of healthy eating, but also to commit to providing light food that truly meets health standards.