Research On The Marketing Innovation Strategy Of Chinese Fast Food Enterprises

The Chinese traditional catering culture and the cultural idea of "food is the paramount necessity of the people" play active role in the developing process of catering industry in China. Coming with New Economy, the increase of people's income and consumption enthusiasm promotes the catering market to be developed in a high speed, especially for that the continuous expansion of snack business field and market space become the important strength of prosperous catering market of our country. However, seeing our snack market, our country is always under the situation of "strong products, but weak brands". Facing with constantly changing macro-environment and competitive pressure of western snack, how to create new marketing model and open new situation of enterprise marketing has become the hot question to be concerned by Chinese catering enterprises. The essay is to research for marketing creative strategies of Chinese traditional snack enterprises, which will help for enterprises to set up new marketing ideas, systematically establish and carry out marketing creative strategies, and obtain and remain competitive advantages in the competitiveness with western snack enterprises, and advance the competitive capacity of enterprises.The essay takes Chinese traditional snack enterprises as object of study and the relevant theories like marketing creativeness as theoretical foundation of study, based on holding the developing and marketing status quo of Chinese and western snack industry, it makes analysis on marketing creative environment of Chinese traditional snack industry, defines the advantages, disadvantages, chances and threats faced in the development of Chinese traditional snack enterprises, and makes analysis particularly on demands for green marketing, cultural marketing and service marketing and implementing obstacles, later makes out the marketing creative new strategies starting from the three points. In order to inspect the marketing achievement level of implementing marketing creative strategies and study relevant evaluation methods, it brings forward the method of quantitative evaluation on marketing achievement through using grey system theory. Through the above study, it is in order to improve the marketing competitive power of Chinese traditional snack enterprises and obtain the competitive advantages.