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Baked goods industry occupies an important position in the food industry , its products directly to market-oriented , and intuitively reflect the cultural level and the standard of living of the people eating high and low . After China 's accession to the WTO , the domestic market will further open up the challenges and opportunities to the development of the baking industry in China . In recent years , foreign enterprises to invest in China soared , are optimistic about the Chinese market , joint venture, sole proprietorship rapid development . Baked goods industries , and gradually increase the momentum , the consumer demand for baked goods are also increasingly showing a high-grade , high quality requirements , on the baked goods industry enterprises put forward higher requirements . In this case, the baked goods business marketing strategy research is particularly important . This paper first describes the background and significance of the topic , research content and research applied to the theoretical STP theory , 4Ps theory and technology roadmap . Secondly, the baked goods industry , including the development of the history and characteristics of the industry and the development of domestic and international status and trends . In this paper PEST analysis of of baked goods corporate marketing environment , and pointed out the advantages and disadvantages . On this basis , the article presents some marketing experience of the developed countries and regions , and its reference for baking food companies marketing . Based on the same two major marketing theory , the paper analyzes the problems existing in the baked goods companies marketing and from strengthening market segmentation , diversification , marketing innovation , build flexible four aspects of the marketing mix , the perfect Chinese bakery food enterprises marketing strategy put forward their own proposals.
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