中小型烘焙企业创新研究-以熊猫不走蛋糕为例内容摘要本文探讨了当前我国烘焙行业的发展现状，发现中小型烘焙企业存在产品更新速度慢，产品同质化竞争严重，缺乏品牌自身特色等问题。对现今国内烘焙企业的运营模式及未来发展趋势进行分析，进而以熊猫不走蛋糕公司为例，以探讨出中小型烘焙企业开展创新的实际实施方式，对其不足地方加以完善。本文以其为案例展开分析，通过文献分析，实地调研，获取大量一级资料和二级数据，对烘焙行业环境，熊猫不走蛋糕公司的经营现状，其采取的市场定位策略及服务创新策略等多方面展开研究。以熊猫不走蛋糕的企业创新为出发点，结合 4P 营销策略和 SWOT 等分析工具解读，为熊猫不走蛋糕及我国同类型中小型烘焙企业面临的经营问题，提出对该类企业关于创新的一般性参考建议。 关键词：中小型烘焙企业 创新 熊猫不走蛋糕AbstractThis paper discusses the current development of baking industry in China, and finds that there are some problems in small and medium-sized baking enterprises, such as slow product renewal, serious product homogeneity competition, lack of brand characteristics and so on. This paper analyzes the current operation mode and future development trend of domestic baking enterprises, and then takes panda Buxing cake company as an example to explore the practical implementation mode of innovation in small and medium-sized baking enterprises, and to improve its shortcomings. This paper takes it as a case to analyze, through literature analysis and field research, to obtain a large number of first-class and second-class data, to study the baking industry environment, the operation status of panda do not walk the cake company, its market positioning strategy and service innovation strategy. Based on the enterprise innovation of "panda does not walk on cake", combined with 4P marketing strategy and SWOT analysis tools, this paper puts forward general reference suggestions for the operation problems faced by pa...
