| With the quality of people's life being gradually improved nowadays, the snack food industry of China is experiencing a rapid development, brewing great opportunities to the market while also leading to fierce competition yet. On such background, the companies in the industry has begun since long before to seek for chances of cooperation with others, in order to differentiate themselves though co-marketing as well as resource-sharing. And this thesis just presents a research on the co-marketing strategies in the snack food industry of China, with the help of relevant theories on marketing management.Firstly, the author made an analysis on the current situation of the snack food industry in China by introducing the concept and range of snack food, and reviewing the features, the consumer behaviors, the development of the domestic snack food market, the current situation of marketing strategies, the future trend of the industry and the challenge facing the corporate. Secondly, the author theoretically gave a brief introduction to the definition, the classification, the motivation and the general advantage of co-marketing. Then the author made a detailed analysis on the current level of development, the four common forms, the achievements and the existing problems of co-marketing in Chinese snack food industry. Next, the author chose Want-want Group, which occupies an important position in Chinese snack food industry, to study its strategies related to co-marketing, focusing on its brand and product strategies, channel and pricing strategies, as well as marketing and promotional strategies. And two representative cases of its co-marketing activities in the past, one successful but one failed, was then selected, on which the author made analysis and evaluation one by one, exploring the reasons of success and failure among them.At last, two suggestions were provided in the conclusion part, for the companies to launch co-marketing operations in the snack food industry in China. |
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