江苏省饼干行业市场研究分析

The Research and Analysis of Biscuit Market in Jiangsu Prov-ince

饼干行业在行业分类上属于食品制造业中的焙烤食品糖制品行业中的一含分行业。在改革开放之初，一直处于平稳发展阶段，产业规模小，产量低，产品花色单一．是一个比较落后的传统食品行业。1978年改革开放后，中国饼干业开始进入一个快速发展的时期，特别是广东省饼干业的超高速发展，为整个中国饼干业的现代化奠定了基础。

From the mid-1990s,more foreign capital inflows in China biscuit industry to build factories and enlarge market share.The biscuit business is growing rapidly in Fujian,Hubei and Henan,with the rate 72.9%,53% and 47.7% respectively. The sales amount in Henan province reached about 2.9 billion RMB in 2007,which is the highest in the country.Jiangsu province is one of the main biscuit manufacturing areas and market.In 2007,the number of biscuit manufacturers in Jiangsu accounts for 4.3% of the total in China.From January to May 2007,the sales amount of Jiangsu biscuit industry reached 646 million RMB increased by 15.6% comparing with last year,but it only accounts for 5% of the total sales amount in the country and ranked the 6th in all the provinces. Review the year of 2007,Jiangsu biscuit industry did not perform well in making profit.That possibly because they concentrate the target market mainly around Jiangsu,Zhejiang and Shanghai where demand higher business cost,and the corporations'management is relatively deficient.As a result, the profit capabilities are restricted. Also,the biscuit market in Jiangsu has not fully developed. The series of biscuit products manufactured by Danone Group plays a leading role and is preferred by the consumers who purchase biscuit products often. The majority of consumers in Nanjing,the capital of Jiangsu province,are students,the white collar who just begin their careers and the retired senior citizen.The white collar is the largest group that accounts for 38.7%.Another 32% of consumers are students,which are primarily composed by the high school students.Only 10% of customers are the elderly, considering their demand for nutritional fortification.But the white collar is a market with great potential.Because it is the largest group having the largest consuming capacity.