在当今经济全球化和高度信息化时代，全球跨境电商和电子商务盛行，特别是消费品行业的准入门槛较低，猫粮行业新入住品牌与日俱增，行业同质化竞争激烈。想要在快速变化的消费品市场中站稳脚并保持市场占有率的不断增长，就必须对猫粮行业市场进行分析研究。
本论文选取XX公司提升市场占有率的方法为研究对象，采用了IFAS、EFAS、SFAS模型分析公司的内外部环境，采用品牌比较（Fishbein Mode）模型来分析XX猫粮的市场定位，采用以价值为本的定价策略模型来进行产品定价；运用价格弹性理论选出引流产品，运用收支平衡理论进行生产决策和引流定价；运用社群营销理念进行市场客户流量的转化；运用杨三角模型有效管理营销团队和全脑系统进行营销团队指导；采用波特五力模型理论培养领导能力，制定出适合公司的低成本的差异化战略和变化的运营管理战略；可达到优化企业生产、营销和运营管理，最终达到有效提升市场占有率并使公司持续成长与稳定盈利的目标。
In today's era of economic globalization and high informationization, global cross-border e-commerce and e-commerce are prevalent, especially in the consumer goods industry with low barriers to entry, new brands in the cat food industry are increasing day by day, and industry homogeneity competition is fierce. In order to gain a firm foothold in the fast-changing consumer goods market and maintain a growing market share, it is necessary to make an analysis and research on the cat food industry market.
This paper selects the method of XX company to increase market share as the research object, adopts the IFAS, EFAS, SFAS model to analyze the company's internal and external environment, adopts the Fishbein Mode to analyze the market positioning of XX cat food, and adopts the value-based pricing strategy model to product pricing ; use price elasticity theory to select drainage products, use balance of payments theory to make production decisions and drainage pricing; use community marketing concepts to transform market customer traffic; use the Yang Triangle model to effectively manage The marketing team and the whole brain system guide the marketing team; use the Porter's five forces model theory to cultivate leadership skills, formulate low-cost differentiation strategies and changing operation management strategies suitable for the company; can optimize the production, marketing and operation management of the enterprise , and ultimately achieve the goal of effectively increasing market share and Keep the company growing and profitable.
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