The Research On The Marketing Strategy Of The Instant Noodles Of Nongxin Enterprise In China

Since the 1990 s,foreign-capital enterprise mass into China.They focused on Chinese raw materials and cheap Labour in the early stages of entering China.With the rapid development of China's economy,the market has expanded rapidly,some international big companies were committed to develop the Chinese domestic market.China is the fastest growing market on production and sales of instant noodles,and also the biggest one of the most potential market.because it has large population,and most people give priority to with pasta.Nongxin Co.,LTD is a large food enterprise group in South Korea.With rich experience in product research and development,production and marketing,their instant noodles occupy more than half of the product in Korea market.In 1996,Nongxin entered Chinese market by their instant noodles.This paper detail analyzes three development stages of Nongxin instant noodles entering the Chinese market.It analyses every market management strategy of each stage by using 4P method and explore the causes of its success.The business development is very difficult in the early stages of entering China,because they were not familiar with the market environment and China's instant noodle market fierce price competition.Based on China's instant noodle market competition situation and analyzing the development trend of the instant noodles products,Nongxin decided to avoid the low-end products price competition,develop high-end product market.Nongxin launched a unified standard mature products throughout China,which were inspected by South Korea market,although the initial sales of these products were not big,but they maintained a good profitability,due to the alignment with the market segment,the competition is weak.This article think the development trend of China's instant noodle industry in future is to upgrade products,to high-end,on the basis of detail analyzing the current situation of China's instant noodle market development.This is the necessity of enterprise developing but also consumer choice.Through the SWOT analysis of Nongxin instant noodles,it can be found that Nongxin has the advantage of its product positioning high-end,and in line with the industry development trend,established a good corporate image in consumers' mind;the disadvantage is product coverage is narrow,market awareness is low.In the world's largest instant noodle market China,under the background of industry is improving upgrades fast,Nongxin has great development opportunities,but also face the great challenge of industry competition.Nongxin instant noodles need to be improved in marketing strategy,if they want to get a bigger development in the Chinese market.Nongxin can take methods including the adjustment of market positioning,increase product line length and depth;implementation of combination pricing,control the cost of purchase and circulation;reconstruct channel system,and promote channel penetration,attaches great importance to the electricity business channels;As well as increase advertising investment,play to the role of the sales staff,sponsor diversified activities,arouse the enthusiasm of channels,make full use of the influence of Korean culture and other targeted and feasible product marketing strategy,to achieve the market target of the enterprise.Nongxin can provide market development experience for korean-owned enterprises which set their sights on developing the Chinese market.