Research on Marketing Strategy of Chinese Confectionery Industry —Take Alpenliebe Candy Brand as an Example

Zixin Lu

doi:10.54254/2754-1169/58/20230796

Research Article

Open access

Published on 20 November 2023

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Lu,Z. (2023). Research on Marketing Strategy of Chinese Confectionery Industry —Take Alpenliebe Candy Brand as an Example. Advances in Economics, Management and Political Sciences,58,302-308.

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Research on Marketing Strategy of Chinese Confectionery Industry —Take Alpenliebe Candy Brand as an Example

Zixin Lu *^,1,

¹ Guangzhou Foreign Language School

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/58/20230796

Abstract

This study pays attention to the unique marketing strategy of the Alpenliebe Confectionery brand and how it has succeeded. It is very important to study this topic because its marketing means can bring inspiration and creativity to many small and medium-sized candy enterprises in China. The reason for writing an paper is that this topic is well-worthy to make an research and it is interesting for me to talk about the candy confectionary phenomenon. The article focuses on prominent STP and SWOT analysis and gives some suggestions on its strategies. Although there are no fatal drawbacks to make lots of suggestions, it is better to focus on the secret of success of Alpenliebe and insert this experience to motivate other small but fashionable brands to imitate, which helps them attract more target consumers. The brand of Alpenliebe is well-worth to do the research and make it into the paper. Finally, it is necessary to conclude to make the content full enough.

Keywords

marketing strategy, Chinese confectionery industry, alpenliebe candy

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References

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Cite this article

Lu,Z. (2023). Research on Marketing Strategy of Chinese Confectionery Industry —Take Alpenliebe Candy Brand as an Example. Advances in Economics, Management and Political Sciences,58,302-308.

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About volume

Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Conference website: https://www.icftba.org/

ISBN：978-1-83558-207-7(Print) / 978-1-83558-208-4(Online)

Conference date: 8 November 2023

Editor：Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.58

ISSN：2754-1169(Print) / 2754-1177(Online)

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