Crisis and Turnaround of the Pre-Prepared Food Industry: Research on the Impact of Improper Marketing and Brand Reshaping Paths

Yihe Wang

2025

Abstract

Due to some improper marketing methods used by some pre-prepared food merchants, consumers' trust in pre-prepared food has decreased, and even the image of pre-prepared foods and the catering industry has been damaged. Current research pays little attention to the impact of improper marketing in the pre-prepared food industry. This paper takes Weizhixiang as the research object and analyzes some of its improper marketing strategies through a case study method. Based on the case study, this paper finds that some improper marketing methods of prepared food companies can lead to a crisis of trust among consumers. Negative comments from consumers about companies will spread quickly through social media, which greatly affects consumers' consumption decisions. This article also puts forward relevant suggestions to help the pre-prepared food industry reverse its bad impression in the minds of consumers.

Paper Citation

in Harvard Style

Wang Y. (2025). Crisis and Turnaround of the Pre-Prepared Food Industry: Research on the Impact of Improper Marketing and Brand Reshaping Paths. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 170-175. DOI: 10.5220/0013987900004916

in Bibtex Style

@conference{prmc25,
author={Yihe Wang},
title={Crisis and Turnaround of the Pre-Prepared Food Industry: Research on the Impact of Improper Marketing and Brand Reshaping Paths},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={170-175},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013987900004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Crisis and Turnaround of the Pre-Prepared Food Industry: Research on the Impact of Improper Marketing and Brand Reshaping Paths
SN - 978-989-758-778-8
AU - Wang Y.
PY - 2025
SP - 170
EP - 175
DO - 10.5220/0013987900004916
PB - SciTePress