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论文编号：	12230
作者编号：	2320180539
上传时间：	2020/12/15 18:33:18
中文题目：	E公司食品工业清洁产品的营销策略研究
英文题目：	Research on Marketing Tactics of Cleaning Products for Food Industry in E Company
指导老师：	李东进
中文关键字：	食品安全；清洗消毒企业；STP理论；4P理论
英文关键字：	food safety; cleaning and disinfection Enterprises; STP theory; 4P theory
中文摘要：	当今，食品安全、节能减排、环境保护等正成为全社会普遍关注的话题，食品企业在生产加工环节一方面要加强设备及车间环境的清洗消毒水平保证产品的质量安全，另一方面工厂要通过工艺改善使生产运营更加节水节能、高效环保。食品行业的需求特点为清洗消毒企业的业务增长带来了新的契机，一时间，外资公司、国内本地企业纷纷摩拳擦掌竞相争夺食品饮料市场，同质化产品和服务竞争日趋显著，低价格竞争降策略日趋激烈。由于环境保护的需要，工业酸碱等供应减少，清洗消毒企业的原料供应受到影响，生产成本在不断上升。国家对于危险化学品运输的要求采取了更为严格的管理措施，清洗消毒企业的运输成本进一步升高。2020年初突如其来的新冠肺炎疫情使食品行业和清洗消毒企业的发展增加了许多变数。面对纷繁复杂的竞争环境和各种成本的上升压力，作为清洗消毒行业领导者的E公司需要制定相应的策略，继续保持在市场竞争中的优势地位。 本文以E公司为研究对象，根据国内食品行业的发展现状和需求以及清洗消毒行业自身的市场营销特点，通过PEST宏观环境分析和微观分析，结合STP理论、4P理论，指出E公司在市场营销方面的不足，给出了包括产品、价格、促销、渠道的营销策略，并且从客户关系策略的视角提出E公司要重视从客户完善的信息中发掘增长潜力，增强价值服务以获得客户忠诚，同时提出了相应的保障措施。 对于目前国内外清洗企业来说，国内食品行业市场发展中带来的食品安全和节能节水的机会与挑战是类似的，本研究虽然是针对E公司完成的，但对于同类型清洗消毒企业市场营销策略的制定同样有着借鉴意义。
英文摘要：	Nowadays, food safety, energy conservation and emission reduction, environmental protection have been the main topic of general concern in the whole society. On the one hand, food manufacturers should reinforce the cleaning and disinfection effect of food processing equipment and environment in workshop to guarantee the quality of products. On the other hand, they need to ameliorate the process of food to make production and operation more water-saving and energy-saving and to boost work efficiency and the level of environmental protection. The demand characteristics of the food industry have brought new opportunities for the business growth of cleaning and disinfection enterprises. In a short time, foreign companies and domestic enterprises have been fighting for the food and beverage market. The competition of homogeneous products and services is becoming increasingly obvious, and the strategy of low price competition is becoming increasingly fierce. Due to the need of environmental protection, the supply of industrial acid and alkali is being reduced, the raw material supply of cleaning and disinfection among the enterprises has been affected, and the production cost has been rising. More stringent management measures have been taken to meet the requirements of hazardous chemicals transportation, and the transportation costs of cleaning and disinfection enterprises have been further increased. The sudden outbreak of COVID-19 early in 2020 has added much more variables to the development of food industry and cleaning and disinfection enterprises. Facing the complicated competitive environment and the increasing pressure of various costs, E company, as the leader of cleaning and disinfection industry, needs to establish effective tactics to maintain its competitive advantage in the food and beverage market. In this paper, E company as the research object, according to the development status and demand of domestic food industry and distinguishing feature in cleaning and disinfection area, through PEST analysis and micro environment analysis, combined with STP and 4P theory, the problems of E company in marketing are pointed out, including product, price, promotion, channel, and customer relationship tactics. E company should pay attention to explore the growth potential from the perfect information of customers, enhance value service to obtain customer loyalty, and put forward corresponding safeguard measures. For domestic and foreign cleaning enterprises, the opportunities and challenges of food safety, energy and water saving brought by the market development of domestic food industry are similar. Although this study is completed for E company, it has the same reference significance for the formulation among the cleaning and disinfection enterprises.
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