摘 要近些年来，随着我国市场经济的发展和人民生活水平的提高，人民的饮食结构发生变化，休闲食品消费成为了人们日常消费的重要对象之一，这推动了休闲食品产业的高速发展，使得很多休闲食品企业的市场规模在不断扩大，企业类型也更加丰富。但是，随着社会的发展和人民消费要求的提高，休闲食品行业面临着许多新的挑战。本文首先分析了休闲食品行业现状以及面临的问题，然后以来伊份股份有限公司为例，运用 SWOT 分析法全面剖析了来伊份股份有限公司的运营状况，最后在营销策略上为来伊份股份有限公司乃至整个休闲食品行业提出一些意见和建议。关键词：休闲食品；营销策略；创新AbstractIn recent years, with the development of China's market economy and the improvement of people's living standards, people's diet structure has changed, and leisure food consumption has become one of the important objects of people's daily consumption, which promotes the rapid development of leisure food industry, making the market scale of many leisure food enterprises continue to expand, and the types of enterprises are more abundant. However, with the development of society and the improvement of people's consumption requirements, the leisure food industry is facing many new challenges. This paper first analyzes the current situation and problems of the leisure food industry, and then takes Yibin Co., Ltd. as an example, analyzes the operation of Yibin Co., Ltd. comprehensively with SWOT analysis method, and finally puts forward some suggestions and suggestions for Laibin Co., Ltd. and the whole leisure food industry in terms of marketing strategy.Keywords: snack food; marketing strategy; innovation;目 录 TOC \o "1-3" \h \u 1 引 言 ......................................................... 1 2 休闲食品行业发展概况 ............................................. 1 2.1 行业发展历程 .................................................... 1 2.2 行业发展趋势 ...........
