摘 要近年来，随着人们生活质量的日渐提升，中国的休闲食品行业发展迅速，酝本文首先对中国休闲食品行业的概况进行了分析，介绍了休闲食品的定义，对其行业市场发展情况、行业发展趋势、企业面临的挑战做了阐释。然后本文选择在中国休闲食品行业占据重要席位的洽洽公司作为研究对象，对其与联合营销相关的品牌和产品策略、宣传策略、渠道营销，公司文化进行了重点研究，探究其中成功的原因。为其他休闲食品的企业业绩达成有很好的借鉴作用。关键词：休闲食品；洽洽食品；业绩达成AbstractIn recent years, as people life quality rise, the snack food industry of China develops rapidly, and this paper first of China food industry profiles were analyzed, introduced the definition of leisure food, the industry development situation, development trend of the industry, the challenge that the enterprise faces the explanation. Then the article selection in Chinese snack food industry occupies an important seat of Qiaqia company as the research object, the joint marketing brand and product strategy, promotion strategy, channel marketing, company culture undertook the key studies, exploring the reasons for success. For other snack foods business performance has a very good referenceKey words: Qiaqia food; snack foods; achievement目 录摘 要..............................................................IAbstract...........................................................II一、绪论............................................................11、研究背景.....................................................12、休闲食品的定义...............................................13、休闲食品企业面临的挑战.......................................1二、洽洽食品有限公司概括............................................2三、洽洽食品公司的业绩达成策略......................................21、创煮制香瓜子.................................................22、创意突破，推出纸质包装袋.....................................33、渠道精耕，传...
