摘要
在消费节奏加快与餐饮市场变革的背景下,预制菜产业凭借万亿级市场规模成为推动农业现代化与乡村振兴的重要力量。然而,面对同质化竞争、冷链成本高及消费者信任缺失等问题,市场营销模式亟待重构。本文采用文献研究与案例分析相结合的方法,系统梳理国内外预制菜产业的发展历程,深入剖析现有营销模式的优劣势及市场主体特征,并探讨信息技术、食品加工技术等创新应用对预制菜产业的赋能作用。研究发现,通过构建基于消费者需求的精准营销体系、搭建数字化营销平台、推进产品创新与品牌建设、融合线上线下渠道并开拓新兴市场,以及推动全产业链协同发展,可有效突破产业发展瓶颈。
In the context of the acceleration of consumption and the transformation of the food market,the pre-made food industry,with its trillion-yuan market size,has become a significant driver behind agricultural modernization and rural revitalization.However,challenges,such as homogenous competition,high cold chain costs,and insufficient consumer trust,have necessitated a reconstruction of the marketing model.Through literature review and case analysis,this study systematically introduces the development of the domestic and international pre-made food industries.It also delves into the strengths and weaknesses of the current marketing model and the characteristics of market players,and explores how innovations in information technology and food processing can empower the industry.The findings indicate that several measures,such as establishing a precise marketing system based on consumer needs,building digital marketing platforms,promoting product innovation and brand building,integrating online and offline channels to explore emerging markets,and fostering the coordinated development across the entire industry chain,can help effectively address the developmental bottlenecks of the industry.
作者
陈幸云
罗慧欣
陈欣然
陈桉琪
刘宏楠
Chen Xingyun;Luo Huixin;Chen Xinran;Chen Anqi;Liu Hongnan(Guangdong Ocean University,Zhanjiang,Guangdong 524088)
出处
《中国商论》
2025年第19期87-91,共5页
China Journal of Commerce
基金
2024年广东海洋大学省级大学生创新创业训练计划项目(S202410566002X)。
关键词
预制菜产业
市场营销模式
创新驱动
信息不对称
供应链管理
pre-made food industry
marketing model
innovation-driven
information asymmetry
supply chain management
