The Thinking On Increasing Marketing Capability Of Famous Brand Companies Of Sichuan Cuisine In Chengdu

Sichuan cuisine is one of the four Chinese, which originated in Sichuan and Chongqing, including meals, hot pot, snacks. The featuring is Ma, spicy, fresh, and Shannon. The special flavor is "a grid of a dish"and"Subway hundred dishes". Sichuan enterprises are mainly to provide Sichuan dishes, supplemented by an invisible service of food production enterprises. Moreover, the more famous brands of Sichuan enterprise, intangible services accounted for the greater proportion in the whole products.With the developing of social and economic and the raising of people's living standards, consumer's demands are diversified increasingly. In Chengdu now you can see domestic restaurants are operating Guangdong cuisine, Hunan cuisine and others. You also can see other operators from broad such as Japanese cuisine, Korean cuisine, and all kinds of Western food in the form of foreign enterprises everywhere. Sichuan enterprises are the pillar of the restaurant industry in Chengdu.The status of the dishes of raw materials, decoration image, the management of operating and services is worrying. Sichuan enterprises are faced with enormous challenges. If Sichuan enterprises want to win by seizing the market in fierce competition, it is necessary to meet the needs of the market. Marketing is a bridge to link Sichuan enterprises and the market. Marketing Capability is the cornerstone of ensuring that good results. Famous Brand companies of Sichuan Cuisine in Chengdu,such as "Yinxing","Baguobuyi", "Daronghe","Huangchenglaoma", "Longchaoshou",have Obvious representation. They are the model on the other Sichuan enterprises with marketing. As a result, increasing the marketing capability of Famous Brand companies of Sichuan Cuisine in Chengdu is very important. In this paper, Famous Brand companies of Sichuan Cuisine in Chengdu are the main body of research.From the research, as opposed to marketing in other areas, the number of marketing Capability of foreign scholars'theoretical research is relatively small. At present, it's basically divided into two factions: the resource-based view of marketing capability and knowledge-based marketing capability. The two perspectives are of the view that the corporate marketing capability is related with overall business performance. Compared to foreign scholars, the domestic scholar's research in marketing capability is more sluggish. It is still at the initial stage. The contents mainly confined to introduce and explain the marketing capability theory and concept by foreign scholars and discuss on the concept of the marketing capability, also construct the marketing capability evaluation index system and research a number of empirical studies. The representative statements are"basic skills","the overall quality","particular function","the integrated concept". The status quo of marketing capability of Famous Brand companies of Sichuan Cuisine in Chengdu and fostering the response has not been reported. The research on marketing Capability of Famous Brand companies of Sichuan Cuisine in Chengdu has seriously lagged behind the marketing needs of the practice.Researching on how to improve marketing capability of Famous Brand companies of Sichuan Cuisine in Chengdu has important significance. On the one hand, Famous Brand companies of Sichuan Cuisine in Chengdu is the Sichuan cuisine industry leader, which play a clear leading role on the other Sichuan cuisine enterprises. With enhancing marketing capability of Famous Brand companies of Sichuan Cuisine in Chengdu marketing capability of other companies with Sichuan cuisine will be enhanced. So as to it will promote the development of Sichuan cuisine industry. On the other hand, Sichuan cuisine has a charm that people can't forget it, even still want to eat after eating. In Chengdu, whether local consumers or foreign tourists, were deeply attracted by the charm of Sichuan cuisine even have to rely on. We can see that the market demand is larger for Sichuan cuisine. Marketing is an important means how companies send delicious Sichuan cuisine to market. Marketing capability is an important guarantee that Sichuan cuisine enterprises improve their marketing effectiveness. Pay attention to the use of simple marketing strategy to win the market is a short-sighted act. Famous Brand companies of Sichuan Cuisine in Chengdu only pay attention to and fully understand the inherent capacity of enterprises, especially the marketing capability to enhance and to maintain long-term sustainable development of competitive advantage. So, it is need to have a systematic study of marketing capability of Famous Brand companies of Sichuan Cuisine in Chengdu.In this paper, on the basis of the results that I widely read in reference to previous research, having first-hand experience,asking for teacher,friend and classmate,searching from the advisory network, and other means, I have had a summary that marketing concepts, marketing information systems, marketing strategy, marketing Organization and person, marketing factors Portfolio, marketing evaluation and controlling have significant impact on marketing capability of Famous Brand companies of Sichuan Cuisine. I look various aspects in the process of marketing management as the entry point to make the suggestions about improving the marketing capability of Famous Brand companies of Sichuan Cuisine in Chengdu for further guidance.The specific content of this article is divided into four parts:The first part is the preamble. The main topics is to introduce the background, analyze research at home and abroad, find the value of study, raised the theoretical basis - marketing management theory, find the significances of the research with examining the significance of the status quo,explain the content and method for doing a good job on the concrete bedding on the body.The second part mainly analyzes the significances of improving marketing capability of Famous Brand companies of Sichuan Cuisine in Chengdu that make self-construction, promote industrial upgrading, and help post-disaster reconstruction and promoting the development of catering industry and so on.The third part introduces the status quo and problems of marketing capability of Famous Brand companies of Sichuan Cuisine in Chengdu. Through investigation, observation document analysis and other method, I came to marketing capability of Famous Brand companies of Sichuan Cuisine in Chengdu although have gotten a certain degree of improvement but also the overall level is low .The status quo is worrying. For example, the concept of product falls behind. Marketing strategy is extensive. Marketing information systems are lack. Marketing organizational effectiveness is limited. Marketing combination of factors is ineffective marketing control is not in place, and so on.The fourth part is the main body of this article. It mainly introduces the way to improving marketing capability of Famous Brand companies of Sichuan Cuisine in Chengdu. First, closely follow the market and update the concept of marketing. Second, grasp the marketing environment, establish of marketing information systems. Third, based on business characteristics, make the marketing strategies. Fourth, according to marketing objectives, build a marketing organization, increasing the quality of personnel. Fifth, based on the characteristics of the business and customer needs, make marketing mix strategies. Sixth, assess and control the pursuit of effective marketing in a timely manner.The main findings of the article are: (1) format of a scientific and rational marketing capability of Famous Brand companies of Sichuan Cuisine definition.(2) state direct impact factors on the level of marketing capability of Famous Brand companies of Sichuan Cuisine for the first time. (3) Make the way to improving the marketing capability of Famous Brand companies of Sichuan Cuisine for the first time in Chengdu Systematically.