食品类企业广告传播活动的调研报告-以中山市为区域样本的分析

摘要

广告是商品生产者、经营者和消费者之间沟通信息的重要手段，是企业占领市场、推销产品的重要形式，其主要目的是激发顾客的兴趣和购买欲，从而扩大经济效益。食品是人们生活中不可缺少的，人们对食品的需求使得食品同行企业之间竞争日趋激烈。本文采用问卷调查和访问调查的方式，以中山本土食品企业采蝶轩、马得利、咀香园三家企业为样本，调查他们的知名度、美誉度、广告形式、消费群体，分析企业的广告目的、广告形式选择、消费群体特征、广告影响以及广告策略，从点到面找出食品企业广告存在误导性、失真性、盲目性、设计缺乏创新、品牌特色不突出等的问题，通过分析其原因提出五点建议。

关键词：食品类企业；广告；广告活动
Food enterprise advertisement dissemination Research Report
- - Taking Zhongshan city as a regional sample analysis
Abstract

    Advertising is commodity producer, operator and consumer communication information between the important method, is the enterprise market, selling products the important form, its main purpose is to stimulate the customer's interest and desire to buy, so as to expand the economic benefits. Food is an indispensable part of people's lives, people is right the demand of food makes food company increasingly fierce competition between enterprises. This paper adopts questionnaire and interview survey, in Zhongshan local food enterprises Caidiexuan, Madeline cake, Juxiangyuan three enterprises as a sample, the investigation of their visibility, reputation, advertising, consumer groups, analysis of the enterprise purpose of advertising, advertising in the form of selection, consumer groups, advertising effect and characteristics of advertising strategy, from the point of found out food company ads misleading, distortion, blindness, and innovation is not enough, the lack of brand characteristics and problems, through the analysis of its causes and puts forward five suggestions.

Keywords:Food enterprise; advertising; advertising activities

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