我国食品加工企业的国际营销策略研究
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摘要
近几年,我国不安全食品危害事件的频繁发生,严重损害了中国企业、食品行业和我国在国际市场的形象,影响我国的食品出口和对外贸易。国内外的消费者在购买、食用我国生产的食品时,对食品安全的担心、对企业诚信及安全保障的疑虑都将不可避免地增强。食品加工企业是食品生产的主体,也是产品经营利益的获得者,应承担保证食品安全的主要责任。因此,重新树立我国食品加工企业的安全形象是现在的首要任务。
本文从我国食品加工企业的国际营销现状出发,分析现代营销理论(绿色营销、危机营销和全方位营销)对我国食品加工企业国际营销的影响和意义;从市场供给方(企业)的角度,以食品安全问题为基础,从战略高度分析我国食品加工企业的国际市场细分、目标市场选择和市场定位战略(STP战略);从市场需求方(消费者)的角度,分析食品安全与消费者购买行为的关系,为我国食品加工企业制定国际营销策略提供决策依据;以4P传统营销组合为框架,提出我国食品加工企业的营销策略。
In recent years, Chinese food safety crises have occurred frequently. Those events damage the images of Chinese enterprises and food industry in the international market, and have bad effects on international trade. When foreign consumers buy and eat food made in China, they would worry about food's safety and doubt the processing enterprises' honesty. Food processing enterprises are the main food producers, and also the winners of the business profit. They ought to take responsibility for assuring food safety. Therefore, the first job the food processing enterprises have to do is to rebuild the safe image for China and Chinese food processing enterprises.
This paper analyzes the influence of modern marketing theories on Chinese food processing enterprises' international marketing, such as green marketing, crisis marketing and comprehensive marketing, and integrated them with food safety to create new marketing tactics for enterprises. STP strategy is composed of Segmentation, Targeting and Positioning. This paper analyzes Chinese food processing enterprises' international marketing on the strategic height, basing on the supplier's own condition and food safety. This paper regards consumers as demanders, analyzes how the consumers' behaviour are affected by food safety issues and lays theoretical and practical foundations for Chinese food processing enterprises to make marketing tactics. The rest part of this paper puts forward some suggestions for Chinese food processing enterprises to carry out their 4Ps marketing tactics.
本文从我国食品加工企业的国际营销现状出发,分析现代营销理论(绿色营销、危机营销和全方位营销)对我国食品加工企业国际营销的影响和意义;从市场供给方(企业)的角度,以食品安全问题为基础,从战略高度分析我国食品加工企业的国际市场细分、目标市场选择和市场定位战略(STP战略);从市场需求方(消费者)的角度,分析食品安全与消费者购买行为的关系,为我国食品加工企业制定国际营销策略提供决策依据;以4P传统营销组合为框架,提出我国食品加工企业的营销策略。
In recent years, Chinese food safety crises have occurred frequently. Those events damage the images of Chinese enterprises and food industry in the international market, and have bad effects on international trade. When foreign consumers buy and eat food made in China, they would worry about food's safety and doubt the processing enterprises' honesty. Food processing enterprises are the main food producers, and also the winners of the business profit. They ought to take responsibility for assuring food safety. Therefore, the first job the food processing enterprises have to do is to rebuild the safe image for China and Chinese food processing enterprises.
This paper analyzes the influence of modern marketing theories on Chinese food processing enterprises' international marketing, such as green marketing, crisis marketing and comprehensive marketing, and integrated them with food safety to create new marketing tactics for enterprises. STP strategy is composed of Segmentation, Targeting and Positioning. This paper analyzes Chinese food processing enterprises' international marketing on the strategic height, basing on the supplier's own condition and food safety. This paper regards consumers as demanders, analyzes how the consumers' behaviour are affected by food safety issues and lays theoretical and practical foundations for Chinese food processing enterprises to make marketing tactics. The rest part of this paper puts forward some suggestions for Chinese food processing enterprises to carry out their 4Ps marketing tactics.
引文
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1路透社.中国毒奶粉事件各国家地区反应一览表[EB/OL]. (2008-09-27)[2010-02-09], http://cn.reuters.com
2袁武林.企业绿色营销策略探析[J].商场现代化,2008, (12):114-115
3技术壁垒资源网.食品与农产品专题[EB/OL]. (2009-04-27)[2010-02-08], http://www.tbtmap.cn/
4白云.技术性贸易壁垒对我国出口贸易的影响分析[J].全球视野,2005,(9):159-161
5新华网.新上海光明集团:大白兔奶糖全面停止销售[EB/OL].(2008-09-26)[2010-02-07], http://news.xinhuanet.com/fortune//2008-09/26/content_10116181.htm
6国家食品安全信息中心.冠生园集团对部分大白兔奶糖实施全国召回[EB/OL].(2008-10-08)[2010-02-07], http://www.fsi.gov.cn/news.view.jsp
7贾莉.危机营销:企业品牌管理的必修课[J].中国流通经济,2001,(02):51-53
8 (美)科特勒.科特勒营销新论[M].北京:中信出版社,2002:36-37
9牛全保.营销新范式:全方位营销评述[J].商业研究,2004,(24):114-116
10中华人民共和国福州海关.南平海关积极帮助光泽圣农集团做好迎检工作[EB/OL]. (2005-11-09 )[2010-02-07], http://fuzhou.customs.gov.cn/
11 (美)菲利普·科特勒著,梅汝和,梅清豪,周安柱译.营销管理[M].北京,中国人民大学出版社,2001:307
12 (美)菲利普·科特勒著,梅汝和,梅清豪,周安柱译.营销管理[M].北京:中国人民大学出版社,2001:331
13食品商务网.欧美经济萎缩中国食品企业出口北非正当时[EB/OL]. (2009-01-06)[2010-02-28]. http://info.food.hc360.com/2009/01/061039130532.shtml
14新华网.公司投巨资扩张非洲市场[EB/OL]. (2010-02-08)[2010-02-28]. http://news.xinhuanet.com/
15食品伙伴网.青岛佳元:我国食品加工行业的引航员[EB/OL]. (2008-07-09)[2010-02-28]. http://www.foodmate.net/news/qiye/200807/117053.html
16 (美)菲利普·科特勒著,梅汝和,梅清豪,周安柱译.营销管理[M].北京:中国人民大学出版社,2001:361-366
17凤凰网.泰国商业部促进出口厅称2010年锁定新兴市场[EB/OL].(2010-01-03)[2010-02-28]. http://finance.ifeng.com/roll/20100131/1779880.shtml
18 Barda C.. Analysing consumers' 'activism' in response to rising prices[J].International Journal of Consumer Studies, 2010,34(2):133-139
19刘东英,刘颖.食品安全在食物消费中的角色分析[J].经济与管理,2005,(19):38-39
20邱重植,杨炏.基于食品安全的消费者行为分析[J].消费导刊, 2007,(12)::3432-3433
21姜励卿.消费者对食品质量安全风险的认知和信息搜寻行为研究[D].浙江:浙江大学, 2004
22周洁红,姜励卿.食品安全管理中的消费者行为的研究与进展[J].世界农业,2004,(10):22-24
23 Meneely L.. Age associated changes in older consumers retail behaviour[J].International Journal of Retail & Distribution Management,2009,37:1041-1056
24 Olsen S., Prebensen N. and Larsen T.. Including ambivalence as a basis for benefit segmentation: A study of convenience food in Norway[J]. European Journal of Marketing,2009,43:763-783
25邱重植,扬炏.基于食品安全的消费行为分析[J].消费导刊,2007,(12):3432-3433
26 (美)菲利普·科特勒著,梅汝和,梅清豪,周安柱译.营销管理[M].北京:中国人民大学出版社,2001:215
27周洁红,姜励卿.食品安全管理中的消费者行为的研究与进展[J].世界农业,2004,(10):22-24
28周洁红,姜励卿.食品安全管理中的消费者行为的研究与进展[J].世界农业,2004,(10):22-24
29 Schlenker W. and Villasboas S.. Consumer and Market Responses to Mad Cow Disease[J]. American Journal of Agricultural Economics,2009, 91(4): 1140-1152
30 Ippolito P.M. and Mathios A.D.. Information,advertising and health choices.[J].Rand Journal of Eeonomies,1990,(21):459-80
31 (美)菲利普·科特勒著,梅汝和,梅清豪,周安柱译.营销管理[M].北京:中国人民大学出版社,2001:216
32邱重植,扬炏.基于食品安全的消费行为分析[J].消费导刊,2007,(12):3432-3433
33刘东英,刘颖.食品安全在食物消费中的角色分析[J].经济与管理,2005,(19):38-39
34 Barda C. and Sardianou E.. Analysing consumers'‘activism’in response to rising prices[J].International Journal of Consumer Studies,2010,34(2):133-139
35 Renee K..Japanese consumers' use of extrinsic and intrinsic cues to mitigate risky food choices[J].International Journal of Consumer Studies,2008,32(1):49-58
36于小岑.食品安全问题改变美国人购买习惯[EB/OL]. (2009-4-8)[/2010-03-01], http://www.gdfs.gov.cn
37 Potts M. and Nelson R. Understanding the effect of stigmatization on food consumer knowledge, perception and behaviour in Northern Ireland.[J].International Journal of Consumer Studies,2008,32,( 4):366-373
38 Yeung R. and Morris J.. An empirical study of the impact of consumer perceived risk on purchase likelihood: a modelling approach[J]. International Journal of Consumer Studies,2006,30(3):294-305
39 Verbeke W. Agriculture and the food industry in the information age[J].European Review of Agricultural Economics,2005,32(3):347-368
40 Yeung R. and Morris J.. An empirical study of the impact of consumer perceived risk on purchase likelihood: a modelling approach[J]. International Journal of Consumer Studies,2006,30(3):294-305
41刘东英,刘颖.食品安全在食物消费中的角色分析[J].经济与管理,2005,(19):38-39
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1路透社.中国毒奶粉事件各国家地区反应一览表[EB/OL]. (2008-09-27)[2010-02-09], http://cn.reuters.com
2袁武林.企业绿色营销策略探析[J].商场现代化,2008, (12):114-115
3技术壁垒资源网.食品与农产品专题[EB/OL]. (2009-04-27)[2010-02-08], http://www.tbtmap.cn/
4白云.技术性贸易壁垒对我国出口贸易的影响分析[J].全球视野,2005,(9):159-161
5新华网.新上海光明集团:大白兔奶糖全面停止销售[EB/OL].(2008-09-26)[2010-02-07], http://news.xinhuanet.com/fortune//2008-09/26/content_10116181.htm
6国家食品安全信息中心.冠生园集团对部分大白兔奶糖实施全国召回[EB/OL].(2008-10-08)[2010-02-07], http://www.fsi.gov.cn/news.view.jsp
7贾莉.危机营销:企业品牌管理的必修课[J].中国流通经济,2001,(02):51-53
8 (美)科特勒.科特勒营销新论[M].北京:中信出版社,2002:36-37
9牛全保.营销新范式:全方位营销评述[J].商业研究,2004,(24):114-116
10中华人民共和国福州海关.南平海关积极帮助光泽圣农集团做好迎检工作[EB/OL]. (2005-11-09 )[2010-02-07], http://fuzhou.customs.gov.cn/
11 (美)菲利普·科特勒著,梅汝和,梅清豪,周安柱译.营销管理[M].北京,中国人民大学出版社,2001:307
12 (美)菲利普·科特勒著,梅汝和,梅清豪,周安柱译.营销管理[M].北京:中国人民大学出版社,2001:331
13食品商务网.欧美经济萎缩中国食品企业出口北非正当时[EB/OL]. (2009-01-06)[2010-02-28]. http://info.food.hc360.com/2009/01/061039130532.shtml
14新华网.公司投巨资扩张非洲市场[EB/OL]. (2010-02-08)[2010-02-28]. http://news.xinhuanet.com/
15食品伙伴网.青岛佳元:我国食品加工行业的引航员[EB/OL]. (2008-07-09)[2010-02-28]. http://www.foodmate.net/news/qiye/200807/117053.html
16 (美)菲利普·科特勒著,梅汝和,梅清豪,周安柱译.营销管理[M].北京:中国人民大学出版社,2001:361-366
17凤凰网.泰国商业部促进出口厅称2010年锁定新兴市场[EB/OL].(2010-01-03)[2010-02-28]. http://finance.ifeng.com/roll/20100131/1779880.shtml
18 Barda C.. Analysing consumers' 'activism' in response to rising prices[J].International Journal of Consumer Studies, 2010,34(2):133-139
19刘东英,刘颖.食品安全在食物消费中的角色分析[J].经济与管理,2005,(19):38-39
20邱重植,杨炏.基于食品安全的消费者行为分析[J].消费导刊, 2007,(12)::3432-3433
21姜励卿.消费者对食品质量安全风险的认知和信息搜寻行为研究[D].浙江:浙江大学, 2004
22周洁红,姜励卿.食品安全管理中的消费者行为的研究与进展[J].世界农业,2004,(10):22-24
23 Meneely L.. Age associated changes in older consumers retail behaviour[J].International Journal of Retail & Distribution Management,2009,37:1041-1056
24 Olsen S., Prebensen N. and Larsen T.. Including ambivalence as a basis for benefit segmentation: A study of convenience food in Norway[J]. European Journal of Marketing,2009,43:763-783
25邱重植,扬炏.基于食品安全的消费行为分析[J].消费导刊,2007,(12):3432-3433
26 (美)菲利普·科特勒著,梅汝和,梅清豪,周安柱译.营销管理[M].北京:中国人民大学出版社,2001:215
27周洁红,姜励卿.食品安全管理中的消费者行为的研究与进展[J].世界农业,2004,(10):22-24
28周洁红,姜励卿.食品安全管理中的消费者行为的研究与进展[J].世界农业,2004,(10):22-24
29 Schlenker W. and Villasboas S.. Consumer and Market Responses to Mad Cow Disease[J]. American Journal of Agricultural Economics,2009, 91(4): 1140-1152
30 Ippolito P.M. and Mathios A.D.. Information,advertising and health choices.[J].Rand Journal of Eeonomies,1990,(21):459-80
31 (美)菲利普·科特勒著,梅汝和,梅清豪,周安柱译.营销管理[M].北京:中国人民大学出版社,2001:216
32邱重植,扬炏.基于食品安全的消费行为分析[J].消费导刊,2007,(12):3432-3433
33刘东英,刘颖.食品安全在食物消费中的角色分析[J].经济与管理,2005,(19):38-39
34 Barda C. and Sardianou E.. Analysing consumers'‘activism’in response to rising prices[J].International Journal of Consumer Studies,2010,34(2):133-139
35 Renee K..Japanese consumers' use of extrinsic and intrinsic cues to mitigate risky food choices[J].International Journal of Consumer Studies,2008,32(1):49-58
36于小岑.食品安全问题改变美国人购买习惯[EB/OL]. (2009-4-8)[/2010-03-01], http://www.gdfs.gov.cn
37 Potts M. and Nelson R. Understanding the effect of stigmatization on food consumer knowledge, perception and behaviour in Northern Ireland.[J].International Journal of Consumer Studies,2008,32,( 4):366-373
38 Yeung R. and Morris J.. An empirical study of the impact of consumer perceived risk on purchase likelihood: a modelling approach[J]. International Journal of Consumer Studies,2006,30(3):294-305
39 Verbeke W. Agriculture and the food industry in the information age[J].European Review of Agricultural Economics,2005,32(3):347-368
40 Yeung R. and Morris J.. An empirical study of the impact of consumer perceived risk on purchase likelihood: a modelling approach[J]. International Journal of Consumer Studies,2006,30(3):294-305
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