食品行业营销策略研究
——以湘芙蓉食品公司为例
摘要:当前
,消费者对食品行业产品的需求越发呈现多元化和理性化,食品行业
传统的营销策略已不能满足消费者的需求和日益激烈的市场竞争环境,营销策略在不断
进行改变和创新。本文从相关理论出发,分析了食品行业的特点和营销策略现状,结合湘
芙蓉食品公司在市场营销过程中采取的措施和存在的问题进行了探讨,并提出了相关对
策。
关键词:
食品行业;营销策略;研究
Food profession sale strategy research
——Take the Hunan cotton rose food Limited company as the
example
Abstract: At present, the consumer demand the food industry has become
increasingly diversified and rational, and the food industry has been the traditional
marketing strategy can not meet consumer demand and increasingly fierce
competition in the market environment, marketing strategy and continue to change
and innovation. This article from the relevant theory, an analysis of the characteristics
of the food industry and marketing strategy for the status quo, combined with Hunan
cotton rose food marketing companies in the course of the measures taken and
problems are discussed and proposed countermeasures.
Key words:
food profession; marketing strategy; research
前言
伴随着国民经济持续、稳定发展,食品行业在不断丰富人民饮食文化生活
的基础上,继续保持了良好、快速的增长趋势,日渐成为改善人民生活,推动
经济发展的重要支柱产业。但随着国民经济水平的提高,食品消费进入理性消
费阶段,消费者对食品的营养、卫生、安全消费意识增强,对食品质量和食品
需求多样化提出了更高的要求。一方面促进了食品行业健康有序发展,另一方
面也给食品行业在产品生产、营销上提出了更高的要求。
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