我国月饼市场运行模式研究(13600字)
摘 要：随着国家对于传统节日及节日习俗这些非物质文化遗产的重视，中秋月饼消费市场潜力将进一步扩大。对于节气消费品中的月饼行业来说，每年都有巨大的市场需求。但是，但由于产品季节性强，生产周期短等特点导致生产商的短期行为及营销手段相对低下，销售前景难以预测，在这个领域中，营销手段低下，少有真正的营销观念和规范的品牌塑造，少有物流渠道的创新。因此，要把月饼行业做大做强，月饼市场有序发展，企业就必须有新的战略思想，在新趋势下，必须重视品牌、供应链、渠道等营销新策略。我们相信月饼行业一定能借着新形势下的机遇，推陈出新，加快品牌创新、优化供应链条，提高渠道能力，把月饼行业做大做强，满足人民精神和物质上的愿望和需求。
关键词：传统节日；节日营销；品牌；渠道
China's moon cake market operation mode
Abstract: With the traditional festivals and customs of the importance of these non-material cultural heritage, the Mid-Autumn moon cake will further expand the potential consumer market. Moon cake for the solar terms in consumer products industry, every year a huge market demanded. However, because product is seasonal and short production cycle, and so lead to the production and marketing business in the short-term means of relatively is low and sales prospects unpredictable in this field, marketing, low, very few genuine brand marketing concepts and norms shape, few logistics channel innovation. Therefore, we should make moon cake industry bigger and stronger, so moon cake and orderly development of the market, so companies must have a new strategic concept, and must pay a lot attention to the brand, supply chain and marketing channels for new strategies. We believe that the moon cake industry certainly by the new situation of opportunity, innovation, it would be speed up the brand innovation, optimize supply chains, increase channel capacity, the moon cake industry would be become bigger and stronger, so that it would be meet people's spiritual and material aspirations and needs.
Key words: traditional festivals ; festival marketing; brand; channel
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