Marketing Research On Chinese Chocolate Enterprises

With the improvement of living standards, nutritional and delicious chocolate is accepted by more and more people, increasing consumption trends having been quite evident. In 2006, the income of Chinese chocolate sales is above 30 billion yuan, holding a double-digit growth rate, which is about twice as much as that of GDP. However, from 2000 to 2006, the statistic data show that in Chinese chocolate market the advantages of foreign brands increase obviously, at the meantime, the share of domestic brands is shrinking. Based on this background, the paper focuses on the Chinese chocolate market, makes comprehensive analysis and compares marketing strategy, to provide some ideas for our local chocolate enterprises.Firstly, using SLPET analysis method, in terms of the social, legal, policy, economic and industry environment, the paper detailed researches on Chinese chocolate market competition environment. On the basis of oriented macroeconomic policies and economic growth trends, it uses the Porter's five strength model to describe industry status quo. Through the detailed study of consumer groups and the multiple regression statistical models for the future market capacity, the paper proposes market segmentation combined with our chocolate market characteristics and trends, from four factors as the geography, cultural statistics, consumer psychology and behavior. It then researches market positioning with the use of GPS map. After that, based on the 4P theory of product, pricing, place and promotion, the paper concentrates on chocolate's marketing strategy. Finally, it takes Dove and Lecont'e respectively as the representatives of foreign brands and domestic brands, to makes a comparing case study.The paper intends through the systematical, in-depth market analysis, from all sectors of the market strategy to seek some valuable references for our local chocolate enterprises.