基于4P理论的“白象食品”营销策略探析
Analysis of the Marketing Strategy of “Baixiang Food” Based on the 4P Theory

本文基于市场营销的4P理论为依据，即产品(Product)、价格(Price)、渠道(Place)、推广(Promotion)，以“白象食品”为研究对象，探析其营销策略。“白象食品”立足于细致的市场调研和优质的产品质量，打造了骨汤面的独特品类，而且定价优惠，主打性价比，收获了广大消费者的喜爱；其在渠道营销上不光借力于下沉市场，还积极联合电商平台推出白象香菜面的新品，找准了新兴消费群体的味蕾，一经上架，销售额便居高不下；而在促销营销方面，白象则巧用互联网的优势，如构造“小白象”IP形象，让更多的消费者看到白象品牌的价值内涵，以此在激烈的市场竞争中占据一席之地。总之，运用4P营销理论分析“白象食品”，总结其成功经验，并提出优化建议，以期为我国的方便面行业提供一定的建议和参考。
Based on the 4P theory of marketing, namely Product, Price, Place and Promotion, this article takes “Baixiang Food” as the research object to explore its marketing strategies. “Baixiang Food” has created a unique category of bone soup noodles by relying on detailed market research and high-quality product quality. It also offers favorable pricing and emphasizes cost performance, which has won the favor of a wide range of consumers. In terms of channel marketing, “Baixiang Food” not only takes advantage of the sinking market, but also actively collaborates with e-commerce platforms to launch new products such as Baixiang Coriander Noodles, accurately targeting the taste buds of emerging consumer groups. Once launched, the sales volume remained high. In terms of promotion marketing, “Baixiang Food” skillfully utilizes the advantages of the Internet, such as creating the “Little White Elephant” IP image, thereby allowing more consumers to see the value connotation of the Baixiang brand and gain a foothold in the fierce market competition. In conclusion, by applying the 4P marketing theory to analyze “Baixiang Food”, summarizing its successful experiences, and proposing optimization suggestions, this article aims to provide certain suggestions and references for China’s instant noodle industry.