RESEARCH ON THE MARKETING STRATEGIES AND DEVELOPMENT OF BAKING INDUSTRY IN EASTERN CHINA

Abstract

This paper aims to study the development and marketing strategies of baking industry in eastern China.China is urbanizing, food industries should have high consumption power, however, the baking industries is experiencing declining sales. This study investigated the consumers of five companies engaged in the baking industry in East China listed on China’s A-share market, through discussing the opportunities and challenges of the baking industry development in East China, testing the influence of 4P theory on consumers’ purchase intention of baking industry in East China and exploring the relationship between marketing strategy and baking industry development, the study shows that bakery enterprises in East China should pay attention to the influence of product, price and location on consumers’ purchase intention, and industries should focus on introducing baked goods with healthy concepts.