摘要
在我国,随着人们生活水平的不断提高,冷鲜肉作为一种更为科学的生鲜肉产品被
越来越多的消费者所接受,冷鲜肉的消费量也不断增加。而冷鲜肉包装因为可以显著的
延长冷鲜肉的保质期,因此对冷鲜肉行业和市场的发展有重要意义。在这种背景下,生
产出合格的冷鲜肉包装产品的同时采用何种产品营销方式成为了很多食品包装生产企
业面临的问题。本文釆用案例分析的方法,以知名的包装生产企业希悦尔公司为研究对
象,从阐述冷鲜肉包装市场现状入手,分析希悦尔公司的冷鲜肉包装的市场情况,运用
回归分析的方法估计市场需求,结合现代营销理论分析希悦尔公司的营销策略存在的优
势及面临的挑战并在此基础上提出改进建议。本案例的分析和研究,对冷鲜肉包装企业
开展营销有参考意义并为包装企业的营销人员的工作提供帮助。同时通过分析希悦尔公
司冷鲜肉产品需求弹性,可以为希悦尔公司营销人员及团队的工作提供帮助。
关键字:冷鲜肉包装;市场;营销策略;市场需求

Abstract

In China, as an advanced fresh meat product, chilled meat become more and more

popular, with the improving of people living standard. Because the chilled meat packaging

can effectively lengthen shelf lives of chilled meat, chilled meat packaging is significant for

the whole chilled meat industry and marketing. With this background, many packaging

companies are facing the problem that what kind of marketing strategy they should adopt

when they produce qualified packaging product. This thesis adopting individual case study

method, takes Sealedair company, a famous packaging supplier, as a subject, analyzes the

Sealedair chilled meat packaging marketing on the base of analysis of chilled meat marketing,

estimate the consumption requirement with regression analysis and summarizes the marketing

strategy advantages and challenges of Sealedair utilizing the modern theory of marketing

strategy, on which propound proposals. This thesis will be helpful to the packaging companies,

and their sales persons. At the same time,the regression analysis of chilled meat packaging

consumption requirement will propound a reference to the Sealedair staffs,

Key words; marketing strategy5chilled meat package, demand.