Research, Marketing Channels And Promotional Strategies Based On The Seasoning Of The Food Industry

Food is the basic requirement of people living; whether the food taste delicious or not must rely on the flavoring. Chinese food is well-known around the world, and the Chinese flavoring has a long history. With China's rapid economic growth, people's living standards have been greatly improved. Now people have changed their consumption habit in catering, from "filling the stomach" to "satisfying the taste", from "satisfying" to "elegant consumption". The Chinese flavoring market no longer has the simple appearance like before, because the flavoring has become an important component of the kitchen, it has been existed ubiquitously in every family's kitchen and public restaurants.Once, the flavoring industry - one industry which is even ignored by most of the people, has more than one hundred billions Yuan market sales each year, further more the number is still increasing. The number of flavoring producers increased annually and product categories increasingly diversified, from MSG to Essence of Chicken, from the Soy Sauce to Vinegar, from Pickle Vegetable to Flavoring Powder......At the end of the 1950s, JeromeMcCarthy put forward the marketing strategy conception of four Ps (product, price, channels, promotion), that was regarded as a classic marketing theory by marketing managers. A good marketing portfolio strategy should include the good product, the proper price, the reasonable distribution strategy and the effective promotion activities. Considering the current status of flavoring industry in China, marketing channels design and promotion strategy are even more important.This thesis can be divided into four major parts.The first part includes Chapter 1 (Introduction) and the chapter 2. In this part, the discussion scopes have been clarified and analyzed. The flavoring industry's development history and classification have been illustrated specifically.The second part, the chapter 3, is one of most important part in this paper, focuses on the theoretical basis of marketing channels and the marketing channels classification of flavoring industry. Based on the study results of modern fast moving consumer goods (FMCG) marketing theory, the paper clarifies the marketing channels System theory of flavoring industry, and puts up four basic types in marketing channels of flavoring. It includes the traditional wholesale, restaurants and hotels catering, marketplace and supermarket, and other special channels.Part III which includes Chapter 4 is another important part of this paper. It illustrated the current flavoring enterprises' channel strategies, especially the marketing tools of transactions promotion, consumer promotion and sales promotion. The effects of above mentioned promotion tools have been analyzed preliminarily. Afterwards one innovative concept has been raised that according to economics' concept of a multiplier effect, the promotion effect can be researched further through quantitative method.Part IV, includes Chapter 5, concluded the main results of the paper, and prospected the further research directions.The paper focused on the basic concepts, theories and methods of flavoring marketing, and put forward some new ideas for channel management and promotion strategy. Through the practical knowledge based on the many years of work experience in flavoring industry, the paper not only has a theoretical value, but also has practical operability and practicality. It can provide reference for the food industry, especially the flavoring industry enterprises.