摘 要

互联网是二十一世纪以来人类最伟大的发明之一，近数十年移动通信设备的发展和电脑的普及将互联网的功能发挥的淋漓尽致。网购平台的兴起不断冲击着传统市场，而这其中影响最大的当属食品行业。正所谓民以食为天，人们生活的改变首要影响的肯定是食品行业。传统市场中的食品销售主要围绕产品、价格、销售渠道和促销展开，它强调的的是企业利润的最大化，而互联网市场中的食品销售更加注重顾客、便利、沟通。强调以顾客为中心，通过满足顾客需求，为顾客提供优质、便利服务而实现企业价值。通过满足顾客个性化需求，最终实现企业利润。

本文主要从网络市场兴起对原有食品生产销售方式的冲击和人们生活消费方式的改变对食品生产销售企业策略的影响进行研究。首先表述了选题背景和当今国内外研究现状；然后从大环境着手，总体阐述传统食品行业的衰落过程；接着通过数据分析了近年食品饮料企业的财务状况变化，并以康师傅集团为典型深入表达互联网对传统食品行业的冲击，最后为传统食品行业的未来发展提出个人建议。

关键词：互联网；食品行业；康师傅

Abstract

The Internet is one of the greatest inventions of mankind since the twenty-first century. In recent decades, the development of mobile communication equipment and the popularization of computers have played the most of the functions of the Internet. The rise of online shopping platform continues to impact on the traditional market, which is the most influential of the food industry. Is the so-called people to food for the day, people's lives change the primary impact is certainly the food industry. Food sales in traditional markets revolve around products, prices, sales channels and promotions, emphasizing the maximization of corporate profits, while food sales in the Internet market pay more attention to customers, convenience and communication. Stressed that customer center, by meeting customer needs, to provide customers with high quality and convenient services to achieve business value. By satisfying the individual needs of customers, the ultimate realization of corporate profits.

This paper mainly discusses the impact of the marketing of food production from the Internet market and people's lifestyle changes affect the strategy of food production and marketing to study the impact. First of all, the background of the topic and the current situation of domestic and foreign research; and then proceed from the environment, the overall description of the decline of the traditional food industry process; and then through data analysis of food and beverage enterprises in recent years, the financial situation changes, and the Master Kong Group for the typical in-depth expression The impact of the Internet on the traditional food industry, and finally for the future development of the traditional food industry personal recommendations.

Key words: Internet; food industry;Kangshifu

目录

摘要 I

Abstract II

第一章 导论 2

1.1研究的目的与意义 2

1.2国内外研究现状 2

1.3研究的内容与方法 3

1.4本文的创新与不足 4

第二章 传统食品行业的现状分析 5

2.1电子商务的兴起 5

2.2传统超市的没落 5

2.3消费者消费方式的转变 5

2.4消费者生活方式的转变 6

2.5传统食品销售业衰落总结 6

第三章 互联网影响下的食品行业财务变化分析 7

3.1 偿债能力分析 7

3.2 资产经营能力分析 8

3.3 盈利能力分析 8

3.4 行业未来趋势 9

第四章 康师傅利润下滑研究 10

4.1康师傅利润今昔对比 10

4.2 网订外卖数据分析 12

4.3 网订外卖和康师傅对比研究 15

第五章 总结与展望 16

5.1 研究总结 16

5.2 展望 16

参考文献 18

致谢 19

第一章 导论

1.1研究的目的与意义

1.1.1本文研究的目的

传统食品生产商主要以商店、超市等实体经济体为主要媒介来进行产品销售。近几年互联网金融开始兴起，国内以淘宝为例，2016财年淘宝电商交易额达到三万亿元，占比中国消费品零售市场达百分之十。而传统食品生产销售商巨头康师傅却没有跟紧互联网的步伐，2016年度“康师傅”利润下滑达百分之四十六，方便面及饮品等将暂停生产供货。