(硕士论文)AD公司食品添加剂公司市场营销策略研究.pdf

摘要
随着现代食品工业迅速崛起,支撑它的食品添加剂工业也获得快速发展。“十五”
期间,我国食品工业产值每年将保持8%以上的增长率。因此,作为食品重要组成的食
品添加剂面临着发展的良好机遇,如何利用现在市场发展机遇,充分发挥AD食品添加
剂公司内部的优势,结合食品添加剂市场需求特点,探索出适合AD公司发展的市场营
销组合策略,成为AD公司生存与发展的一项重要课题。
本文分五个部分。在第一至第三部分中,首先对食品添加剂相关概念、类型、
管理、安全性及行业特点进行了详细介绍,然后概述了国内外食品添加剂市场发展状
况,分析了食品添加剂市场需求特点。在此基础上,第四部分对 AD 食品添加剂公司
主要产品市场供求状况进行了分析,通过对国内同类产品市场供求进行类比分析和预
测,探讨 AD 公司主要产品市场竞争状况。在第五部分中,针对 AD 公司营销中存在
的问题,运用 SWOT 分析研究了 AD 公司的内外部环境,指出 AD 公司应采取 SO 战
略。然后对其市场进行细分,明确了 AD 公司的主要目标市场为复合面粉添加剂生产
商。针对目标市场,提出了 AD 公司目标市场的集中经营战略。在此基础上,进一步
分析了 AD 公司产品、价格、分销、促销等市场营销组合策略,制定出今后 AD 公司
符合实际的市场营销组合策略。

关键词:食品添加剂营销环境营销组合策略市场细分
I
Abstract
With the development of modern food industry, as a necessary part of food industry
food additives develops very fast as well. In the fifteenth-five-year-plan, the increase ratio
of food industry productive value kept 8%. As an ponent of food, the food
additive industry is in face of opportunity. So it is a big problem how to make full use of
the opportunity and bring into playing the superiority of pany bine the
characteristic of the market to explore the marketing mix strategy.
The paper is divided into five parts. From first to third part, it introduced the
correlative concepts of additives and the development situation of domestic and
international food additives, and then analyzed the market characteristic. In fourth part, in
terms of the demands of the market, through the analogy analysis of the similar food
additives, the paper predicted the demand and supply of the domestic market and further
researched the necessity and feasibility of adjusting marketing strategy. Finally, in terms of
pany’s marketing problems, it analyzed the internal and external environment
through SWOT, and then subdivided the market of pany so as to determine
targeted market for pany as a consequence. On the basis of it, this paper analyzed
4Ps marketing mix strategy further, and then put forward the marketing strategy
corresponding to consumer