A Research About The Marketing Communications Of Chinese Local Snacks Branding

Diet is an important part of people's daily life,and the Chinese food culture enjoys a higher reputation in the world.The unique snacks in various regions and nationalities of our country have gradually developed and expanded in the catering market thanks to their distinctive taste and characteristics.The development of the snack industry has an increasingly important significance for the development of the entire catering market in China,for the improvement of people's quality of life and even for the development of the entire society and economy.In recent years,although the snack industry has developed rapidly,there are still many problems.On the macro level,the government and ordinary people have insufficient attention to the local specialty snack market,and the snack operators do not have a clear understanding of the development direction of local snacks.Microscopically speaking,most of the snack business operators own low quality,small scale,low service standards,a single business model,and many hidden dangers of food hygiene and safety in operation.All of these seriously restrict the healthy and sustainable development of China's snack industry.After meticulous research on the status quo of China's snack industry,I discovered that snacks,one of the most prevalent types of Chinese cuisine,have great economic value and broad prospects,both from taste and from historical and cultural perspectives.There is no shortage of Chinese time-honored brands for more than 100 years.There is no shortage of Chinese time-honored brands for more than 100 years.Why can the Chinese snack industry fail to shape internationally renowned catering companies such as KFC and Golden Arch? I finally came to a conclusion: In the final analysis,both the government and the snack operators are very lack of brand awareness and modern marketing concepts.This article focuses on the development path of China's snack industry and summarizes lessons learned from the development process.I pointed out that the development direction of China's snack industry should take the road of branding and make every effort to build famous brand enterprises,and have given some suggestions.