消费下行新常态下中国江西省中小型传统食品加工企业 营销组合策略优化研究

Abstract

本文采用了PEST模型、SWOT分析模型、4PS、4CS、4RS营销组合模型，并通过文 献研究法、探索研究法、深度访谈法，针对中国江西省中小型传统食品加工企业的市 场营销组合策略研究得出以下结论：中国政府出台的《食品安全法》规范了企业自 身，税收优惠政策有效减轻了企业负担；原材料价格波动、融资难题及劳动力成本上 升挤压企业利润，国民收入增长推动消费需求向高端化、新奇化转变；老龄化与饮食 结构变化导致传统食品消费群体萎缩，但消费习惯改变也催生了新的市场机遇；数字 化转型、绿色工艺及冷链技术等为企业提升效率与产品品质提供了支持。本论文的创 新点在于研究对象和研究环境背景的创新，调研者对中国江西省中小型传统食品加工 企业在消费下行新常态下的市场营销策略进行深入研究，并提出了优化建议，希望为 江西省中小型传统食品加工企业的发展提供参考。

This study adopts PEST, SWOT, 4Ps, 4Cs and 4Rs models, combined with literature research, exploratory research and in-depth interviews, to explore the marketing mix strategies of small and medium-sized traditional food processing enterprises in Jiangxi Province, China. The results show that the Food Safety Law and preferential tax policies regulate enterprise operation and reduce operational burdens. Fluctuating raw material prices, financing difficulties and rising labor costs compress corporate profits. Rising residents’ income drives consumption upgrading, while population aging and changing dietary habits shrink the traditional consumer group yet create new market opportunities. Digital transformation, green production and cold chain technology help improve operational efficiency and product quality. This paper features innovative research objects and contexts. It proposes targeted optimization strategies under the sluggish consumption trend, providing practical references for the development of local food enterprises.