肉类产品品质：何种市场营销策略可以创造肉品附加值？.pdfVIP

中国肉类食品综合研究中心 肉类研究 2015, Vol. 29, No. 2 15 CHINA MEAT RESEARCH CENTER MEAT RESEARCH 专题论述 肉类产品品质:何种市场营销策略 可以创造肉品附加值？ Stéphane GOUIN （法国西部农学院经济学部，雷恩 35042 ，法国） 摘  要：保证肉类产品的质量，是整个肉类产业链的一个重要任务。保证肉品质量对于食品生产和销售企业来说是 应尽的义务，而对于消费者来说是应得的利益。过去发生的各种食品安全危机，质疑的不仅仅是产品内在和外在品 质的保障途经，还包括产业链中产品 市场参与者的决策。从动物育种到产品加工、零售到消费及消费者在各方面 或 的产品品质要求上都表达了新的期望。当今，市场营销在产业链保障产品品质方面发挥了重要作用。本文将着重介 绍肉类产业的市场营销和商业运作。 关键词：品质；肉产品；食品安全危机；品质和原产地认证；推销 Quality of Meat Products: What Kind of Marketing Strategies are Useful to Create an Added Value? Stéphane GOUIN (Department of Economic, Agrocampus Ouest, Rennes 35042, France) Abstract: The quality of meat products constitutes a major stake for the meat industry chain. In order to safeguard the interest of consumers, it is the duty of food processors and retailers to ensure the quality of meat products. The occurrence of food safety crises questions not only the approaches to ensuring the intrinsic and extrinsic quality of meat products, but also the decision-making strategies of market participants in the industry chain. From breeding to food processing and from retailing to consumption, consumers express new expectations in terms of product quality. Today, marketing plays an essential role in the perception and understanding of quality approach in the industry chain. This article tries to explain the marketing and commercial operation for the meat industry. Key words: quality; meat products; food crises; identification sign of quality and origin; merchandising 中图分类号：TS251.3 文献标志码：A 文章编号：1001-8123 （2015 ）02-0015-06 doi: 10