The Research On Terminal Communication Strategy Of Leisure Food

In recent years, leisure food industry in China has entered a new stage of rapiddevelopment, the market scale exponentially faster growth, at the same time, with therelaxation of China FMCG market policy, the local snack food brand enter theChinese market import brand competition, which requires Chinese leisure foodenterprises must improve the brand communication to improve the enterprise’s marketcompetitiveness. The terminal is the final product to reach consumers in the terminallink, consumers buy products and perceived brand image, so the communicationterminal is an important part of corporate brand communication activities.But through empirical study I found that most leisure food enterprises’s terminalcommunication, have some problems on terminal communication activities,likeexcessive use of price promotion means of communication, communication terminalinconsistent information, packaging and terminal effect of advertising,ignoreconsumer communication problems.Some enterprises only attach importance to theterminal sales function while ignoring its brand shaping function, developcommunication strategies terminal some enterprises blindly, put a lot of financial andmaterial resources, but did not receive proper communication effect.According to the propagation characteristics of the empirical findings and theterminal, the terminal communication strategy for leisure food of our country problem,put forward the leisure food hard terminal communication strategy and soft terminalcommunication strategies. Hard and soft terminal is the terminal to the terminalaccording to the classification of the industry terminal elements of operation type, thisclassification facilitates the enterprise management of the terminal and do more forterminal communication strategy. Hard terminal refers to hardware terminal andfacilities, including packaging, display, advertising, gifts, shopping environment. Softtermination is soft communication and coordination among people around the sales ofenterprises, including the professional quality of the staff, sales terminal managementstaff grooming and sales skills, the terminal execution, customer relations and so.Packaging is the first hard terminal propagation, designers can design interesting,facilitation and with the brand personality packaging to encourage consumers topurchase, also can be to encourage consumers to keep packaging according to thepractical situation, design of series and festive flavor packaging, in order tocontinuously spread the brand information purposes. Terminal display can change on a regular basis to keep the consumer to the product display style fresh, and creatingthe terminal has the artistic beauty of the display can attract more consumers.Differences in terminal advertisement, highlight the theme, unified style strategy canpromote product sales and enhance brand image, moreover, the terminal advertisingcampaign to attract the attention of consumers participating enthusiasm to enhanceconsumer brand identification. Firms can also develop its own terminal, to brandcommunication activities with the Corporate Pavilions, flagship store. Instrengthening the hard terminal communication at the same time, leisure foodenterprises also must strengthen soft terminal propagation, such as improving terminalrelevant management personnel’s professional quality, build a high-quality sales team,which is the key of soft terminal communication, at the same time, enterprises alsoneed to build and maintain good customer relations situation, in order to gain moreadvantage of terminal and loyalty customer.