云南太坤调味品企业的“六位一体”营销体系分析

Analysis of the “Six in One” Marketing System of Yunnan Taikun Condiment Enterprise

调味品行业是我国食品行业中七个重要行业之一,2023年我国调味品市场规模为5923亿元。目前,海天味业、仲景食品等龙头企业占据较大的国内市场份额,对于中小型企业而言,行业竞争十分激烈。当前调味品行业所面临的共同难题是成本高、利润低、产品附加值低和难以形成自己的品牌效应等。如何在夹缝中生存,占据更多的市场份额,是每个中小型企业需要解决的难题。本文通过对云南太坤调味品企业的“六位一体”营销体系等进行分析,总结他们的转型成功的经验,这对于区域中小型调味品企业具有重要的借鉴意义。

The condiment industry is one of the seven important industries in China’s food industry, and the market size of China’s condiment market was 5923 billion yuan in 2023. At present, leading enterprises such as Haitian flavor industry and Zhongjing Food occupy a large domestic market share. For small- and medium-sized enterprises, the industry competition is very fierce. At present, the common problems faced by the condiment industry are high cost, low profit, low added value of products and difficulty in forming their own brand effect etc. How to survive in the cracks and occupy more market share is a problem that every small- and medium-sized enterprise needs to solve. This paper analyzes the “six in one” marketing system of Yunnan Taikun condiment enterprise, and summarizes their successful experience in transformation, which has important reference significance for regional small- and medium-sized condiment enterprises.