Laiyifen Brand Integrated Marketing Strategy Research

Along with China’s economic development and raising the level of consumption, the people’s increasing demand for leisure food, and the purchase of leisure food channels are increasingly diversified development. Leisure food chain brand Laiyifen in this social trend, size tends to grow, in the Shanghai, Jiangsu, Zhejiang, Beijing, Tianjin, Anhui, Hubei, Hunan, Sichuan, Shandong and other places set up more than2700leisure food chain store. In12years, Laiyifen adhere to the "dissemination of leisure culture, create infinite happiness" as its mission, adhere to the " good taste, good quality, good service, reasonable price " marketing idea.In recent years, leisure food chain industry competition becomes more intense, many brands began to attempt to capture the market. Because of the industry from the current business model, product structure arithmetic of smaller, so from long-term development, brand competition largely determines the competition of the industry. Leisure food chain industry is a new industry pattern, in the aspect of brand marketing is greatly different from the traditional snack foods in the channel based brand.In this paper, since Iraq a brand as the research object, through the analysis of the snack food industry competition status and Laiyifen enterprises of their own advantages and disadvantages, in the enterprise brand strategy under the guidance of, with many areas in the country’s consumer U&A investigation and study as the basis, to explore the rapid solution to Iraq a business visitor numbers drop, and meet the overall brand reputation and loyalty of the integration of brand marketing strategy and the plan, achieve the purpose of improving sales performance.