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在中国的文化中,一直有着“民以食为天”的概念,特别是我国休闲类食品,经历了百年的历史,依旧占据着重要的市场地位。随着科学技术、市场经济的发展,对于休闲食品的营销模式已经不再拘泥于传统模式,更多地引进并使用国际中先进且完善的营销模式,效果颇佳。合作营销是起源于美国的营销模式,其注重企业之间的合作,共同承担费用、建设品牌等,既能够实现资源互补又能够保持经济独立。本文旨在分析合作营销在休闲食品中的应用情况。
In the Chinese culture, there has always been a concept of “food for the world,” especially the casual food in China. After a hundred years of history, it still occupies an important market position. With the development of science and technology and market economy, the marketing mode for snack foods is no longer rigidly attached to the traditional mode. More and more advanced and complete marketing modes are introduced and used in the international market, and the effect is quite satisfactory. Cooperative marketing is a marketing model originated in the United States. It focuses on cooperation among enterprises, sharing costs, building brands, and so on. It can not only achieve mutual complementarity of resources but also maintain economic independence. This article aims to analyze the application of cooperative marketing in snack foods.