摘要:糕点在食品市场占一定的比例，能直观反映出人们的生活水平和消费观念。无锡稻香食品是无锡的老字号企业，但是随着外来糕点店的进入和竞争等各方面原因，销量较以前有了大幅度下降，因此，对无锡稻香食品企业营销策略研究变得格外重要。我们首先用PEST 分析糕点市场的宏观环境，然后使用实地调查法了解烘焙食品业的基本情况，并从SWOT 出发分析无锡稻香食品的优劣势，在此基础上，通过竞争者分析提出对稻香食品的一些营销经验。立足两大营销理论，分析无锡糕点店营销中存在的问题，并从加强市场细分、多元化经营、营销创新、构建灵活的营销组合四个方面，对完善无锡稻香食品企业营销策略提出自己的意见。

关键词 无锡稻香；烘焙蛋糕；营销策划；差异营销

Abstract:Pastry in a food market in a certain proportion, intuitively reflect the people's living standards and consumer attitudes. The Wuxi Daoxiang food has the old enterprises in Wuxi, but to enter and compete with the foreign Bakery, Daoxiang food is now reduced sales and stay in a rut, the gradual decline in Wuxi market ,so The Wuxi Daoxiang food enterprises marketing strategy research is particularly important.

We first use PEST to analysis pastries market macroeconomic environment, and with the field survey method to understand the basic situation of the baked goods industry, and then using the SWOT analysis of the strengths and weaknesses of the Wuxi Daoxiang food, on this basis, competitor analysis presented Daoxiang food some marketing experience. Based on the same two major marketing theory, analysising the problems existed in the Wuxi Bakery . By Marketing and from strengthening market segmentation, diversification, marketing innovation, four aspects to give some advice to build flexible marketing mix that perfect The Wuxi Daoxiang food enterprises marketing strategy.

Keywords Wuxi Daoxiang baking cake marketing planning differences in marketing