今年月饼消费重情感文化营销--长沙美食网

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今年月饼消费重情感文化营销

http://eat.csonline.com.cn 2007年08月16日11时28分星辰美食网

　　虽然离中秋节还有一个多月时间，但各式各样月饼却迫不及待地粉墨登场。什么样的月饼将主导今秋月饼消费的主旋律？在激烈的月饼市场竞争中谁主沉浮，谁又将从同质化竞争中脱颖而出？这将成为众多消费者和相关行业部门关注的焦点。

　　前不久，在广东中山举行的“2007年度中国月饼消费趋势发布会”上，中国烘烤食品糖制品工业协会副秘书长江一鸣表示：“今年的月饼消费已经跳出多年的‘天价’怪圈，月饼商家若想在今年的月饼市场上脱颖而出，最佳营销策略莫过于以情感和文化营销为线”。

　　中山日威食品有限公司便打出了这张“情感文化牌”，据总经理翁坤昌介绍，今年他们推出的“慈孝于行”、“天道酬勤”、“师恩难忘”等系列新品月饼，将产品文化内涵和人文情感有机地结合起来，在市场上反应良好。翁坤昌表示，作为一家月饼生产销售企业，生产的不仅是一个产品，能用产品传递一种美德，一种情感才是我们更希望做的。

　　同时，日威还对产品细分市场，针对不同的人群提供相应的适销产品。无论是高中低三类消费档次的团购群体，还是众口难调的零售市场；无论是馈赠亲朋好友，还是厂矿企业员工、学校老师、社会各种团体、机关事业单位团购，都可以满足消费者需求。

　　什么才是最佳的营销策略呢？江一鸣表示：“最佳营销策略莫过于以情感和文化营销为主线，以团圆、博爱、和谐、奉献、梦想为情感灵魂，注重与消费者互动沟通，从而打造出情感丰富、文化深刻的月饼品牌形象。”

　　据一位业内人士分析，口味翻新和走绿色食品之路目前已经显得欠缺新意，月饼生产厂商打造情感文化主线无疑是一步好棋。中山日威的“慈孝于行”、“天道酬勤”等产品名称，相信会有很好的市场反应。

　　■相关链接：

商务部要求保障月饼食品安全

　　一年一度的传统节日中秋佳节已临近，为引导月饼市场良性发展，商务部１３日发出特别提示，要求切实保障月饼食品安全，规范市场行为。
　　　　
　　商务部商业改革司有关负责人说，今年月饼市场总体销售平稳增长，不会有较大波动；月饼消费更加理性，需求呈多样化；中低档月饼仍是市场主流，品牌效应突出；食品安全监管力度加大，月饼市场将呈现“健康、安全、环保”的发展特色。
　　　　
　　商务部特别提示月饼生产经营者要严格执行《国务院关于加强食品等产品安全监督管理的特别规定》，遵守《关于月饼价格、质量、包装和搭售等有关事项的公告》要求，自觉维护市场秩序。
　　　　
　　商务部要求，月饼原辅料应符合国家法律法规和相关标准的规定，生产过程严格食品安全控制，强化出厂检验管理；销售者必须建立并执行进货查验制度，建立健全进销台账，实行食品安全信息可追溯。应正确使用食品添加剂，严禁超范围、超限量使用食品添加剂。
　　　　
今年要继续严格执行相关国家标准中月饼销售包装的有关强制性规定，禁止月饼过度包装。禁止搭售其他物品。要规范月饼的标签标示，真实反映产品属性。要采取有效措施，积极消化月饼原辅料价格上涨带来的影响，遵循公平、合法和诚实信用的原则，依法行使经营者自主定价权，合理确定月饼的出厂价格。

准入许可推迟不影响月饼销售最后期限到年底

　　记者从中国焙烤食品糖制品工业协会了解到，国家质检总局自2006年9月开始在糕点行业实施食品质量安全市场准入工作至2007年6月底，已对343家糕点企业发放食品生产许可证（QS），占行业企业总数的10%左右。由于仍有大量企业未取得许可证，“最后期限”有望延长到今年年底。

　　此前有部分媒体报道，“月饼”没有QS标志不准销售消息传出。昨天，中国焙烤食品糖制品工业协会理事长朱念琳给本报发函称，目前国家质检总局尚没有正式下达文件规定糕点行业企业必须在包装上标注QS标志销售的起始时间，考虑到许多企业正在评审中或正等待发证，即使企业拿到生产许可证后，重新设计、生产包装也需要时间，预计国家质检总局将会要求糕点行业生产企业从今年年底起生产的产品包装上须带有QS标志。

　　朱念琳表示，按照惯例国家质检总局宣布行业实施食品质量安全市场准入后，会在一年后要求全面落实，但由于行业的特殊问题，包括“月饼”在内的糕点行业的最后期限可能延长3个月。

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