老字号食品企业营销策略 |
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作者姓名: | 王增利 樊 秦 梅雪莹 |
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作者单位: | 中国农业大学食品学院,北京,100083
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摘 要: | 老字号食品不仅代表了产品的品牌、企业的名称,更代表了社会的认可和中国悠久的饮食文化.目前,老字号食品企业目前正面临着来自体制改革困难重重、产品本身特色不再鲜明和营销理念陈旧、员工营销服务意识淡薄等方面的压力.因此,保护"老字号"食品企业、挽救食品领域"老字号"文化,帮助其发现问题、寻求合理有效的解决办法便成为政府和相关部门的当务之急.只有找到在现有体制下合理的改革发展方式,同时加大宣传力度及企业间相互协作,才能使老字号食品企业真正走出困境.
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关 键 词: | 老字号 困境 营销策略 |
The Marketing Strategies of Old Brand Food Enterprises |
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Authors: | Wang Zeng-li Fan Qin Mei Xue-ying |
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Abstract: | Nowadays, traditional food enterprises are struggling under the heave pressures from system, products features and sales concept. Only when we establish a reasonable innovation & development mode and enforce the promotion strategy as well as the cooperation among enterprises, traditional food enterprises can walk out and come into being prosperous again. |
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