Driver Analysis of High-end Sausage Brands in Shanghai City

Abstract

Focusing on the five mainstream brands and CP Brand, this paper aims to analyze the target population, product demand and market pattern of the high-end sausage products in Shanghai. This study utilizes a variety of survey methods, three-stage sampling method, and questionnaire survey on the resident population aged 18-60 years old in Shanghai as the target population to collect data. It mainly utilizes a variety of quantitative analysis and data mining methods to aid CP in refining the strategy of hot item development. Through the analysis of the market pattern, the problems in CP Brand's customer development and customer retention capabilities, market positioning, and the driving force of brand competition are found. Through the analysis, the conclusion is as follows: CP Sausage's product positioning is not clear in consumers' mind, and the product characteristics are not visible. In this regard, CP Brand should cultivate the advantages of the brand independent of the existing brands in the market, and develop the irreplaceable product status of the brand. Finally, it should make the brand's high-end sausage products show up more frequently in front of the consumers so that the consumers can know more about its products, and then it can get into the market quickly and gain a market share.