A Study On IMC Of Brand Jinguyuan

With the rapid development of China's catering industry, catering industry has been divided into various forms, among these forms, the standard catering is a newcomer which serves as processing and distribution centers of the staple food. However, because of the huge profits and low threshold of accessity, some so-called the standard catering centre entered the market, but they did't have the capability to provide the normative services, thus cause a lot of food safety incidents, these incidents seriously hit the market, such as lean events, kerosene rice events, cooking oil events etc. these issues destroyed the reputation of food industry, including catering industry. With the fast increase of income, Chinese people gradually pay more attention on their health than before, food safety is a big problem for them. so the market require standard and safe catering firms to meet the need.This paper analyzes the standard breakfast and lunch catering market at Shenzhen, reviews JGY's ten-years history of the development. This paper regards that JGY brand hasn't had the enough effect in the market, this blocks up JGY to be leader in the market. In the paper, the auther introduce the theory of Integrated Marketing Communication to analyze JGY's brand and its status quo. In our anlysis, we combined with Proter's Five Forces model and SWOT analysis to assess JGY brand's market position. Therefore, this paper focuses on Integrated Marketing Communication theory and JGY brand issues,analyzes the factors that related to JGY brand, such as customer relations, brand positioning, advertising and brand information dissemination, product design, pricing system etc., and then we propose communication strategy of JGY brand.