我国休闲食品产业潜在市场已经超过 400 亿。原来以温饱型为主体的休闲
食品消费格局，正在向风味型、营养型、享受型甚至功能型的方向转化。

尤其随着市场的不断扩大，休闲类食品市场开始快速发展，而且呈现出一
片前所未有的繁忙景象。不断扩大的市场份额已经表明，休闲食品行业已
经形成了一个完整的产业，正在吸引着越来越多的食品生产企业的加入。

本文以大庆星客食品公司为研究对象，通过对大庆星客食品公司的销
售现状的介绍指出其存在的问题，包括公司销售政策不稳定、市场定位不
准确、售后服务不及时和部门之间缺乏协调沟通的问题。在此基础上，根
据 4P 理论、企业售后服务体系原则和品牌管理理论，对星客公司的销售
策略进行了重新的设计，并采用定性与定量的分析方法对销售策略设计的
方案进行相关指标的评价。同时，分析了为了使销售策略能够有效实施，
企业应采取的保障性措施有那些。这也为大庆星客食品公司未来制定能够
满足市场竞争的需要并符合企业发展实际的销售策略提供依据，并可以针
对制定的销售策略进行量化指标的评价，以期得到最优的产品销售策划组
合。

关键词 策略设计；策略评价；实施保障

Abstract
In recent years, with the economy development and the improvement
of the level of consumption, leisure food is gradually become the daily
essential consumer goods, consumers for the quantity and quality of leisure
food demand in the growing. The potential market of leisure food industry
in China has more than 40000000000. The food and clothing as the main
leisure food consumption pattern, is to flavor, nutrition, enjoying even
function orientation. Especially with the continuous expansion of the
market, leisure food market began to develop rapidly, but also showing a
hitherto unknown of the busy scene. The expanding market share has been
shown, leisure food has formed a complete industry, is attracting more and
more food production enterprises.
This paper takes the StarKing Food as the research object, through the
sales situation of the StarKing Food introduction points out the existing
problems, including the company's sales policy instability, lack of market
positioning coordination and communication between the inaccurate, not
timely and customer service department. On this basis, according to the 4P
theory, the enterprise customer service system and the principle of brand
management theory, redesign the StarKing Food sales strategy, evaluation
and related indexes of sales strategy design scheme by using the qualitative
and quantitative. At the same time, analyzed in order to make sales strategy
effective implementation, guarantee measures to be taken by the enterprises
are those. In the future, this is the StarKing Food development needs to be
able to satisfy the market competition and provide the basis of enterprise
development in line with the actual sales strategy, evaluation and can be
quantified index on the formulation of marketing strategies, in order to get
Keywords Marketing strategy design ， Sales strategy evaluation ， The
implementation of security
the optimal combination of product sales planning.