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月饼一直以来都是国人欢度中秋的必备佳品。近年来,我国月饼消费不断看涨,根据焙烤食品糖制品工业协会调查,2006年中秋月饼消费市场销售额约在80—100亿元左右。与此同时,各类食品企业也抓住这个热点,大力开展市场竞争。一时间,“9999”元的天价月饼、“中华第一大月饼”等各类营销手段层出不穷,甚至连迪士尼都不放过这个机会,趁机推出了与卡通风格相结合的迪士尼月饼。但是,由于节日消费的限制,月饼只能作为一个季节性产品出现。所以,月饼生产设备的闲置期也较长,一般的流水线真正生产时间每年不过两个月左右,而生产的准备却要半年左右。这种独特与繁杂的特点使月饼的投资与营销风险都很大,而各地区独特的文化差异与消费特点,又使月饼营销难上加难。难怪一些食品销售专家都称月饼为“突然死亡性食品”。但是,也该看到,在许多餐饮企业前赴后继的倒下去后,还有一批餐饮企业能够在白热化的市场竞争中占有一席之地,并将自己的神话续写。
The moon cake has always been a must-have for the people of the Mid-Autumn Festival. In recent years, the consumption of moon cakes in China has continued to rise. According to the survey of the Bakery Sugar Products Industry Association, the sales of mooncakes in the Mid-Autumn Festival in 2006 were about RMB 8-10 billion. At the same time, various food companies have also seized this hot spot and vigorously launched market competition. For a time, various marketing methods such as the moon cake of “9999” yuan and “China’s largest moon cake” emerged in an endless stream. Even Disney did not miss this opportunity and took the opportunity to launch a Disney mooncake combined with a cartoon style. . However, mooncakes can only appear as a seasonal product due to festival consumption restrictions. Therefore, the idle period of the mooncake production equipment is also longer, and the actual production time of the general assembly line is only about two months per year, and the production preparation has to be about half a year. This unique and complex feature makes the investment and marketing risks of moon cakes very large. The unique cultural differences and consumption characteristics of different regions make moon cake marketing more difficult. No wonder some food sales experts all call mooncakes “sudden death food.” However, it should also be noted that after many food and beverage companies have fallen to success, there are still a group of catering companies that can take a place in the white-hot competition and write their own myths.