The New Year's Cake

The New Year’s cake

New Year’s cake is a pastry made of the flour of glutinous rice and used primarily in the lunar New Year period.

1. Introduction (300 words)

The New Year cake is a special Year goods in Spring Festival. Those Rice cake were made by glutinous rice. It has yellow and white co lour which means sliver and gold. The New Year cake means “nian gao” in Chinese pronounce, and has Symbolize as people becoming better and better year by year.

Our country has several king of New Year cake: The north has “Bai Gao To” and Mogolian region farmer havs “Huan Rice Gao”; JianNan has “Shui Mo Rice Cake”; Southwest has “Luo PaPa”; Taiwan has “Hong Gui Gao”.

This New Year cake made of different rice.

People Steam, fry and make soup using the New Year cake.

I choose “WeiChuanNiaoGao” Wei Chuan Brand as Research object. The new year cake of Wei chuan not only have those tradditional rice cake but aslo have a new product “Hong Tan Gao” the convience food.

Wei chuan is a part of Wen Ling City of Zhejiang province.

The New Year cake of Wei chuan Wen Ling City has a huge foreground and faces many problems.

So I write this paper, its have aim and objective as follow:

Aim: how make more and more consumers purchase “WeiChuanNiaoGao”?

Objective:

1. How satisfied consumers ' unsatisfied needs?

2. How extend production?

3. How develop product and enhance service?

4. how make Latent customer become Honest customer пјџ

The method of collecting data: first hand and second hand.

I use Maslow’s hierarchy of needs and McGuire’s psychological motives to explain why people buy the New Year cake? In this paper I give integrated marketing communications for advertising, promotion and supplemental aspects.

2. Review of the models and theories about motivation (300 words)

2.1 The New Year cake not only tasty sweets but also has abundant nourishment, and has the function that the workout dispels a disease.

The New Year cake’s Calories is several multiple of rice. People ate it as a kind of food in past.

The New Year as a kind of food has a long history in china. Recipe《ShiCi》write making method of “BaiJanTan” in Sixth century A.D. In Liao period, it has a custom that the second day of New Year every family make and eat The New Year cake. The New Year cake became a kind of Snack at Ming and Qing period.

It has different taste of south and north in marketing.

For example In Beijing, The Moslem people of the Islamic use it as Man Race Sacrificial offering .And the Islamic Moslem people's snack shop Provide the New Year cake at any time.

2.2 The theories should include Marlow’s hierarchy of needs and McGuire’s psychological motives.

MaSlow’s hierarchy of needs (p366)

1. Physiological :

(P171 Robbins, Organizational Behavior (11th edition))

Includes hunger, thirst, shelter, sex, and other bodily needs

2. Safety

3. Social: Includes affection, Belongingness, acceptance, and friendship

(Robbins, Organizational Behavior (11th edition))

4. Esteem

5. Self-actualization

Consumers purchase the New Year cake according Physiological and Social of MaSlow’s hierarchy of needs.

McGuire’s psychological motives

1пјЋP367

Need for consistency.

People have desire of oneself consistent with each other include attitudes, behaviors, opinions, self-images, views of others and so forth in all facets. The New Year cake as a kind of Year goods, many people have it as a traditional custom.

2пјЋNeed for stimulation

“People often seek variety