摘要
从世界饲料进口比率看,我国是饲料生产大国,每年生产的饲料产量一直位居世界前列。就在2021年,我国的饲料总产量达到2.93亿t,其中新希望六合海大集团、牧原股份、双胞胎集团、温氏股份及正大集团这些千万级的企业合计出口饲料约9088万t,占全国总产量的31%市场份额,其余90%以上的饲料企业由于初期进入该产业的技术和资金门槛较低,后期技术创新、品牌包装和营销服务环节薄弱,出现同质化严重、竞相压价的恶意竞争。因此,除了增加科技投入,提质增效,饲料企业还亟须转变营销观念,重视产品包装,树立品牌形象,找到与消费者有效沟通互动的途径,提高企业影响力。本文以研究包装设计及产品营销与饲料企业发展为主要研究方向,分析包装设计及产品营销对饲料企业发展的重要意义和产品营销过程中优化包装设计和促进饲料企业形象发展的理念,为我国饲料企业进行差异化优势的竞争提供借鉴。
In terms of the feed import ratio in the world,China is a big feed country,and the annual feed output has always been in the forefront of the world.Just last year,in 2021,China’s total feed output reached 293 million tons,of which new hope liuhehai group,muyuan Co.,Ltd.,twin group,Wenshi Co.,Ltd.and Zhengda Group,these ten million level enterprises,exported about 90.88 million tons of feed,accounting for 31% of the country’s total output market share.However,more than 90% of the other feed enterprises have low technical and financial barriers to enter the industry at the initial stage,In the later stage,the links of technological innovation,brand packaging and marketing services were weak,resulting in serious homogenization and malicious competition of competitive price reduction.Therefore,in addition to increasing scientific and technological investment and improving quality and efficiency,feed enterprises also need to change their marketing concepts,pay attention to product packaging,establish brand image,find ways to effectively communicate and interact with consumers,and improve their influence.This paper takes the research of packaging design and product marketing and the development of feed enterprises as the main research direction,analyzes the significance of packaging design and product marketing to the development of feed enterprises and the concept of optimizing packaging design and promoting the development of feed enterprise image in the process of product marketing,so as to provide a help for China’s feed enterprises to compete for differentiated advantages.
作者
黄玉洁
HUANG Yujie(Jiyuan Vocational And Technical College,Jiyuan,Henan Province 459000,China)
出处
《中国饲料》
北大核心
2022年第14期94-97,共4页
China Feed
关键词
饲料企业
包装设计
产品营销
竞争
feed enterprises
packing design
product marketing
compete
