Application Research On Nutrition Labeling And Claim In Marketing Process Of Catering Industry

Traditional evaluation of catering and foodservice was mainly focus on the color, smell, taste, form and conception. But the very important aspect, analyses and evaluation of nutrition were absent. This study is tried to introduce theses processes to the daily marketing activities. By simplifying the aspects of nutrition indicators system, seven main indicators were selected: Calories, Total fat, Protein, Total carbohydrate, Dietary fiber, Vitamin and Inorganic Salt. After comparison of several calculating methods, choose the RNV to be the evaluation standard which can avoid the specific measure units and make comparison statistical meaningful and much easier. Then discussed the possible ways of combination with marketing activities: with menu design, e-commerce and website, and which is more important, with the MIS. Application of the whole system is helpful to enterprise's market segmentation and positioning, offering unique and customized advises and services to exceed their expectation and finally reach customer satisfaction and loyalty with CRM efforts, the final aim of the service. Besides, these try could lead to the differentiation strategy and make the company reach a leading role of the industry, finally help to the branding, promotion of enterprise's image and formulation of core competence.After Depth Interviews with 9 operators (owner) of big enterprises in Guangdong, Shanxi and Shanghai, list the key points and possible difficulties across the whole introducing process. Most of interviewers hold a neutral stand to apply this system. At the end, two key points were discussed: standardization and human recourse, which had great influence on the result of the system, then raised several possible countermeasures.