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食品在居民消费中占据首要地位,食品企业的营销环节也因消费者的购买行为发生变化而改变。笔者在分析了食品安全背景下消费者购买动机及影响因素的基础上,结合分析消费者购买行为的典型模式,提出了在当前消费者对食品企业要求日益高涨的形势下,食品企业可借鉴实施的营销策略。
Food occupies the forefront of consumer spending, food business marketing aspects of the consumer behavior changes. Based on the analysis of consumers’ purchasing motivation and influencing factors under the background of food safety and combining with the typical mode of analyzing consumer purchasing behavior, the author puts forward that under the current situation that the consumer demands for food enterprises are rising day by day, the food enterprises can learn from the implementation Marketing strategy.