摘要
饲料行业是我国的重要产业之一,经过几十年的发展,饲料行业内企业数量众多,形成了激烈的竞争格局,企业亟须找到转型升级的路径,提升饲料企业核心竞争力,获得更长远的发展。其中,市场营销、品牌包装是企业管理的重要内容,在市场竞争激烈、品牌建设重要性日益提升的背景下,创新发展企业的市场营销策划和品牌包装策略具有十分重要的作用。在此背景下,本文以饲料行业为研究对象,深入分析了饲料行业市场营销与品牌包装的重要性,并对当前饲料行业市场营销策划进行概述,即多元化市场营销方式、"互联网+"市场营销方式和精准化市场营销方式。最后,对饲料行业的品牌包装策略进行分析,提出技术型、环保型、低成本型饲料企业品牌包装策略具有较好的发展潜力。本研究为饲料行业转型升级和提质增效提供理论参考。
Feed industry is one of the important industries in China,after decades of development,the number of enterprises in the feed industry,the formation of a fierce competition pattern,it is urgent for enterprises to find the path of transformation and upgrading,enhance the core competitiveness of feed enterprises,get more long-term development.Among them,marketing and brand packaging are important contents of enterprise management. In the context of fierce market competition and increasing importance of brand building,innovation and development of enterprise marketing planning and brand packaging strategy play a very important role. In this context,this paper takes the feed industry as the research object,deeply analyzes the importance of the feed industry marketing and brand packaging,and summarizes the current feed industry marketing planning,that is,diversified marketing,Internet + marketing and precision marketing. Finally,the brand packaging strategy of feed industry was analyzed,and it was put forward that the brand packaging strategy of technology-based,environment-friendly and low-cost feed enterprises had better development potential. This study provides theoretical reference for feed industry transformation and upgrading and improving quality and efficiency.
作者
路庆敏
LU Qingmin(Xuchang Electrical Vocational College,Xuchang,Henan Province 461000,China)
出处
《中国饲料》
北大核心
2021年第24期95-98,共4页
China Feed
