快速消费品行业市场营销推广趋势分析以康师傅食品集团为例.doc

浅析快速消费品行业方便面发展现状及趋势 郑州轻工业学院 专科毕业论文 题 目：快速消费品行业市场营销推广趋势分析 ——以康师傅食品集团为例 快速消费品行业市场营销推广趋势分析 ——以康师傅食品集团为例 摘 要 在当今日益增长的物质需求和快节奏的生活中，人们的传统观念也随之变化，在对食物的营养性，均衡性配比协调的过程中，方便快捷的速食食品以独特的优势打入市场，进入健康，营养的食品中，成为当今社会必不可少的生活需求。中国作为世界小麦生产和消费大国，方便面行业以每年转化全国小麦1／10的容量，成为转化小麦的重要行业。随着中国快速消费品市场的快速增长，我国现已成为世界方便面产销第一大国，方便面市场连续多年，都表现出良好的增长态势，目前年产方便面483.83多亿包，占世界总产量的50％左右，销售总额达557.76亿元。中国人消费掉的方便面占全世界三分之一，巨大的消费群体支撑着中国方便面市场的高速增长。 关键词：中国/快速消费品/方便面 According To The FMCG Industry Development Present Situation And The Trend Of Instant Noodles Abstract At nowadauys increasingly the quick rhythm that material need that increase is with the traditional principle that life inside, people also immediately change, in the right food of nourishment. Balanced process inside that compare the coordination, the convenient and fast food beat into the market with the special advantage, and enter the health, nourishment of food inside, become nowadays social essential to have the life repuirewith. China, the world wheat production and consumption power, instant noodle wheat a year into thecountry 1 / 10 the capacity to become a major industry transformation of wheat. With Chinas fast movingconsumer goods market, the rapid growth, China has become the worlds superpower production and marketing of instant noodles, instant noodle market for many years, have shown good growth momentum, the current annual output of more than 483.83 billion packs of instant noodles, accounting for 50% of world production or so, total sales of 557.76 billion yuan. Instant noodles were consumed in China accounted for one-third of the world, huge consumer groups support the rapid growth of Chinas instant noodle market. Keywords: China, Fast Moving Consumer Goods ,Noodle 目 录 摘要…………………………………………………………………………Ⅰ Abstract……………………………………………………………………Ⅱ 一、快速消费品的概念………………………………………………………… （一）快速消费品的定义和产品特点……………………………………… （二）快速消费品消费者购买特征………………………………………… （三）快速消费品的基