For the safety of food enterprises, it is clear that the government is the first responsible person, and management organizations, laws and regulations and management systems aiming at prevention should be established to make the whole production process of enterprises under the supervision of the government. In case of food safety problems, the government will punish food production units through retrospective mechanism to protect consumers' rights and interests.
Suggestions on perfecting China's food safety management system First, establish a three-track responsibility system.
First, make it clear that the government is the first person responsible for food safety issues, and change the current situation that only the regulatory interests are emphasized and the regulatory responsibilities are ignored. In this way, the government must promise to establish an administrative system and related laws to protect food safety. Proposed by the Japanese government? The food problem is the government's fault in the first place? This idea. Second, enterprises are executors and responsible subjects. The government can find the responsible manufacturer when there are problems in food safety by defining the food safety production standard system, formulating laws and regulations, implementing the whole process monitoring, establishing the management system and judicial enforcement, and increasing the punishment according to laws and regulations. For example, South Korea stipulates that the operation of toxic food is prohibited within 10 years, and France also stipulates that the sale of expired food should be stopped immediately. In developed countries, many enterprises have been severely sentenced, committed suicide or closed down because of food safety accidents. The third is to establish a consumer-centered food safety management system. The core of food safety work is to prevent food safety problems. In the event of a food safety accident, the government can also clarify the responsible unit through the whole process supervision system, so that consumers can also get compensation according to law. For example, the German government has stipulated criminal proceedings plus huge compensation.
Second, disclose food safety information.
The biggest inequality between enterprises and consumers is the inequality of information, that is, buyers are never as good as sellers. First, establish a whole-process supervision information storage system to make food safety issues traceable. For example, from the source of food supply, France has implemented strict monitoring measures. The network computer system will mark, track and monitor cattle, sheep, pigs and other edible livestock. Slaughterhouse should also keep the detailed information of these livestock and define the source of slaughtered livestock. Meat products should be brought to the market? Id card? , indicating its source and destination. The second is to establish enterprise-level information of food production to facilitate consumers to make choices. In Auckland, New Zealand, the food safety monitoring department classifies hotels into four grades: A, B, D and E according to the different sanitary levels, and customers can choose restaurants accordingly. The restaurant rated as E was slow in business and was soon forced to close down. Third, the production information of enterprises is open and transparent, and the results of inspection information are announced to the public through the regulatory authorities.
On August 22 this year, Haidilao issued a statement acknowledging? Blending? Facts, explanations? Why doesn't bone soup cook now? And apologize to consumers. What are the products of 14 famous brands such as Li Ning, Nike, Converse, Uniqlo and Adidas? Environmental hormones? After NPE enters the environment, nonylphenol polyoxyethylene ether (NPE) can be rapidly decomposed into nonylphenol (NP). NP will lead to a decrease in the number of male sperm, and consumers are unaware of it.
Third, improve national income and moral quality.
With the sustained and steady growth of national income, the enhancement of national purchasing power will improve the standards of food quality and hygiene, squeeze the living space of a large number of unclean vendors, and solve the blind spot of supervision through market mechanism. At the same time, it is necessary to strengthen the cultivation of national moral quality, so that the mainstream values of the whole society do not support enterprises to pursue profits, leading to food safety and fraud.
Food Safety and Enterprise Strategic Marketing The application of food safety in enterprise strategic marketing is mainly at three levels: company strategy, marketing strategy and marketing strategy. The specific application is mainly based on the work that enterprises should complete in the international food safety management system. Responsible and powerful food enterprises in China should take the lead in implementing and leading the safety standards of the food industry, so as to gain the recognition of consumers and enhance their brand value and market share.
First, build a safety industrial chain.
After the melamine incident, enterprises headed by COFCO made the following suggestions at the strategic level. Industrial chain, good products? Slogan, and then many food companies followed suit to make the concept of the whole industrial chain. In fact, COFCO put forward the slogan of industrial chain to support its transformation from grain and oil trading enterprises to grain and oil industrial enterprises, and to create a competitive barrier for food enterprises in the whole industrial chain that is different from small and medium-sized enterprises. Of course, COFCO also ignores the connotation and value behind the whole industrial chain, that is, how to provide more value to consumers through the construction of the whole industrial chain.
These values include two aspects: one is to provide consumers with better quality and more cost-effective products through the ability of planting, research and development, production and sales; Second, the construction and management of the whole industrial chain is consistent with the future development direction of food safety supervision. Only by building and managing the whole industrial chain can large enterprises ensure the safety of food production. In other words, the whole industrial chain is not only an industrial chain that adds value to consumers, but also a safe industrial chain.
If China food enterprises take the lead in proposing the concepts of value-added industrial chain and safety industrial chain, their corporate image and brand value will be greatly enhanced at the strategic level.
Second, food safety positioning.
There are many positioning options in the process of food enterprises participating in market competition, such as quality, taste, price, packaging, brand, origin and so on. But food safety is not regarded as the first choice for enterprises. And Japanese food companies will? Food safety is the foundation of enterprise survival? As a corporate purpose, it can be seen that Japanese companies attach importance to food safety, which also stems from the strict supervision of the Japanese government. In recent years, the government of China has gradually strengthened the supervision of food safety. Mengniu changed its controller from Niu Gensheng to COFCO because of the business crisis caused by food safety problems. Under the general trend of food industry development, food safety has become a key option for consumers, but at present, China food enterprises have not paid attention to food safety at the marketing strategy level.
Chinese enterprises can establish competitive positioning of food safety, focus on the enterprise food safety management system with prevention as the main body, highlight the construction of HACCP (Hazard Analysis and Critical Control Point, which is an internationally recognized food safety assurance system), expose all key links to public supervision, and create the most assured food safety positioning in the industry.
Whoever puts forward the position of food safety first, with a reasonable organizational guarantee system and publicity strategy, will certainly occupy a first-Mover advantage position in the minds of consumers and enhance the market share of enterprises.
Third, the marketing strategy of food safety.
Enterprises can also strengthen the construction of key safety links and provide key supporting factors for enterprise safety positioning and publicity.
The first is the publicity strategy of the field. By controlling farmers, purchasing and strategic alliance, enterprises make food safety controllable. In Japan, information such as producers of rice noodles, fruits and vegetables, meat products and dairy products, location of farmland, pesticides and fertilizers used, times of use, harvest and sales dates, etc. Should be recorded. The agricultural association collects this information and assigns one for each agricultural product. Id card? , for consumers to query, and China enterprises can directly record this standard, relying on the enterprise internal information query system, so that consumers can query in time, which can be a safety and health strategy for many green products in China.
The second is the propaganda strategy of product information, which provides consumers with accurate and true product information, instead of using blended soup as cooking soup like Ajisen and Haidilao. If you want to improve the value information of this product, enterprises can disclose their own product information, such as accurately labeling the composition, content and value of the product, and accept the supervision of the public and the media at any time through photos, inquiries and inspection reports. This is a strategy that most enterprises can adopt, especially powerful businesses should disclose all valuable information to prevent the ambiguity of product safety information.
The third is the propaganda strategy of product manufacturing, which exposes the whole process of product production, introduces the advantages of hardware equipment and software management in product production, strengthens various risk points in production through prevention and management, clarifies the specific responsible personnel in each link of production, and formulates the corresponding reward and punishment mechanism. Once food safety problems are found, the responsibility of relevant personnel can be directly investigated. Simultaneously introduce public opinion supervisors, authorize them to supervise and inspect all aspects of production, and entrust quality supervision institutions to supervise products at any time, so that the public can rest assured of the production and manufacturing links of enterprises, and most enterprises can organically integrate food safety when upgrading their hard power, reflecting the characteristics and differences of this link.
The fourth is the propaganda strategy of sales circulation, which enhances the on-site sales force through food safety management. In Germany, in order to express the value information of different eggs, each egg has a red number, such as 2-DE-0356352. The first number is used to indicate the feeding methods of laying hens (stocking, keeping in captivity, caging, etc.). ), DE stands for Germany, and the third number stands for the number of the chicken farm and coop where the laying hens are located. China Egg Giggle brand can follow the German management model and formulate its own product information logo, so that consumers can not only easily understand it, but also learn more about their life experiences, breeding methods, places of origin, photos and other information through computers or mobile phones, so as to enhance the high value-added consumption experience of natural products and make consumers feel more at ease.
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