For the ice cream market, the main factors affecting consumer purchasing behavior are taste and price. With the development of the national economy and the improvement of people’s living standards, quality and brand influence consumer purchasing behavior. Product innovation will inject vitality into the company and meet the needs of consumers. Children, young men and women are the main groups of ice cream consumption. On the one hand, innovative products can satisfy children's curiosity. On the other hand, they can increase the demand for nutritional functions by adding some nutrient and health-care ingredients. Innovation is new, extraordinary, and special. In general, it reflects "three new", namely new technology, new taste, and new packaging. Well-known domestic and foreign companies have their own new products and self-
At present, the domestic ice cream market is one-third of the world. Foreign-funded enterprises dominate the high-end market. Their advantages in equipment, technology, and economic strength have great potential in the domestic ice cream industry. With the fierce market competition, talents are becoming more and more important. In order to survive and develop in the tide of competition, enterprises must extensively absorb technological development, business management and other aspects. Looking ahead, the market competition is the potential.
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