Research On The Construction Of Integrity Marketing In The Beverage Industry

With the continuous development of China’s market economy at this stage, thephenomenon of lack of credibility of the beverage companies have continued toincrease.2009melamine incident "is the main players in the market-the enterprisesof the consumers is not the most typical instance of integrity, and so on and so forth.Lack of business integrity event there are many, such as Wong Lo Kat" Summermushroom grass "case," plasticizer "case, wow ha ha nutrition Express "latex door,discordant phenomenon the Mengniu the problem milk are at this stage in thedevelopment process of China’s market economy. These enterprises lose the trust ofthe consumer’s behavior, not only severely damage the lives and property ofconsumers, affecting the further development of the enterprises, but also seriouslyundermine the integrity of the environment on the present market. Thus, how toresolve the credit crisis, consumers reshape a good corporate image is imminent.In this study, theoretical research and empirical research combined and thecombination of literature to read and finding visit by the theory of corporate integritymarketing at home and abroad to sort out and Overview-depth analysis of thereasons, combined with the to lack credibility status quo of China’s beveragecompanies, and4P marketing mix as the theoretical basis for the further integrationof the concept of good faith, building a corporate integrity marketing system, the lastpalm Group integrity marketing strategy, designed to be able to raise the moral levelof the beverage industry, enhance the corporate image.