The Research Of The Reputation Rebuilding On Food Products Processing Industry With The View Of Integrity Marketing

In recent years a serie of food safety incident cast a shadow to food industry. The industry has faced the exclusion from consumers and the foreign manufacturers, To China's food industry it has become the first thing how to resolve the problem to restore the market confidence and to re-establish a new image of a food production processing . In the article, from the perspective of integrity marketing, the plight of food companies out of the current ideas and methods is described.In the first part of this article we recommend the connotation of creditability in marketing and expatiate the characteristic,basic principle and estimation means of intergrity marketing; then we detailed up the present integrity marketing condition in food enterprises and analyzed the reasons; in the last chapter, through creditability principle in the 4P marketing combination,then interiorly integrates creditability principle among employee ,the related value chain group and the business enterprise at the exterior from the business enterprise respectively.Integrity marketing is a new marketing notion. Although it cannot replace the role of other marketing notion,it is a good mind to rebuild our food production industry. By combination marketing Practice,it will be helpful to the industry.