a公司无铝泡打粉的营销策略优化分析word格式论文.docxVIP

规范和控制，也将大大有利于无铝泡打粉行业的发展。从 A 公司内部环境分析得出：A 公司不但秉承了 A 国际公司在欧洲泡打粉产品的优势，而且 A 公 司在泡打粉的一种重要原料（酸焦）具有技术、成本等先天优势；在同行无 铝泡打粉厂家中遥遥领先。但是，A 公司在目标市场定位、销售策略等方面 存在相当大的弱势。通过以上内外部环境分析，对 A 公司目标市场重新定位，并运用营销 4PS 相关理论， 对 A 公司营销策略进行优化建议。通过访谈、以及外部环境分 析得出，A 公司的目标市场应定位在中小型中式面点客户。通过提升 A 公司 无铝泡打粉产品品质、丰富产品应用和包装系列，根据销量和客户重要程度， 采用不同价格体系、销售渠道、以及展会等促销活动，从而提升产品品牌知 名度，帮助 A 公司提高无铝双效泡打粉的销售业绩，将收购的 Bako 牌泡打 粉发扬光大。本文的创新点在于利用营销相关理论，对无铝泡打粉行业发展、 营销策略优化研究，提出的解决之道，供乱象的食品添加剂今后发展借鉴。 给老百姓吃上放心的、健康的加工食品。关键词 食品添加剂 市场细分 无铝泡打粉 营销策略 竞争分析AbstractAlong with the rapid development of domestic baking industry, baking powder, as a kind of food additive and is widely used in flour products. The rising of peoples living standard, a great change of the consumption idea also, especially in recent years, food safety problems: Melamine and Sudan red, etc. People began to pay more attention to food safety, nutrition, health and other characteristics, to advocate natural nutrition and health, green consumption concept.Baking powder include aluminum-free baking powder and aluminum baking powder, mainly used in for Chinese and Western cakes, fried foods, frozen breads, pre-mixed flour, To improve food quality ,increase nutrition and improve the flavor. Aluminum baking powder take 80% of the market of baking powder, according to a survey, one-third of the manufacturer is using the aluminum-free baking powder. The others is using the aluminum baking powder. The aluminum baking powder costs is only 25% of Al-free baking powder. On the other hand is due to the process problems. Aluminum-free baking powder is relatively complex to operate. The aluminum content is quite high in Fluffy bread and Fried Bread Stick. The aluminum in the food, comes from the food additives used in production and processing. And containing aluminum powder of alum in mischief, and by medical certificate can lead to osteoporosis, anemia, and even affect the growth of nerve cells, cause alzheimers disease. Aluminum-fee baking powder’singredients are the standards o