Marketing Strategy and Problem Analysis of Light Food Products under the Promotion of National Health

DOI

10.2991/978-2-38476-609-3_33How to use a DOI?

Keywords

Low Fat and Low Sugar; The Healthy Light Food Industry; Marketing Planning

Abstract

In recent years, with the development of the Internet economy, people’s social life has undergone tremendous changes. The rapid development of the healthy light food industry has attracted the attention of academia and the industry, but the existing research on its marketing strategy is still insufficient. This article focuses on the marketing status and problems of light food products. Through analysis, it is found that the current industry generally has problems such as serious product homogenization, weak innovation and research and development capabilities, single brand marketing channels, and vague consumer awareness. Most companies are limited to the single category of “salad+chicken breast”, and consumers often blindly pursue “low fat and low sugar” while ignoring nutritional balance. Based on the above analysis, this article proposes that light food brands should strengthen product innovation, expand diversified marketing channels, clarify brand positioning, and carry out consumer education to guide scientific and healthy light food concepts. The research aims to fill the existing academic gap and provide theoretical basis and practical reference for the healthy and sustainable development of the light food industry.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jie Liu
PY  - 2026
DA  - 2026/09/04
TI  - Marketing Strategy and Problem Analysis of Light Food Products under the Promotion of National Health
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 300
EP  - 307
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_33
DO  - 10.2991/978-2-38476-609-3_33
ID  - Liu2026
ER  -