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首页> 外文期刊>Sustainability >Improving Transfer in the Food Sector by Applying a Target Audience-Centered Approach—The Development of a Nonprofit Marketing Campaign Guide Based on a Case Study of the LAV Platform
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Improving Transfer in the Food Sector by Applying a Target Audience-Centered Approach—The Development of a Nonprofit Marketing Campaign Guide Based on a Case Study of the LAV Platform

机译：通过以目标受众为中心的方法来改善食品行业的转移—基于LAV平台案例研究的非营利性营销活动指南的开发

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This article presents a marketing campaign guide to support nonprofit and governmental organizations, such as academic research institutes or governmental agencies, that wish to develop support tools for the food industry. It offers a systematic and target audience-centered approach which guides nonprofits through the various steps of a marketing campaign, from defining the required values of a new product or service to ultimately launching it. The text also explains how a target audience-centered marketing approach was applied in a case study of developing and transferring the LAV platform (LAV—Avoiding Food Waste, from the German “Lebensmittel Abfall Vermeiden”), a website that has been specifically set up and targeted to small- and medium-sized companies (SMEs) in the German food sector that wish to reduce food waste in their operations. Currently, there are more than 500 tools available in the English or German language which attempt to support companies in the food sector in their food waste reduction efforts. However, so far there has been no platform that could gather all these tools to facilitate SMEs’ access to them. The LAV platform compiles various relevant tools from academia as well as from industry and makes the most suitable tools available in a toolbox published on the Internet platform. Here, the tools are structured by topic and market segment; its user-friendliness was tested applying participatory methods which involved SMEs and industry organizations. The LAV platform, as well as target audience-centered marketing approaches more generally, could act as role models for other international projects that also have the goal of setting up and promoting tool-gathering systems.
机译：本文介绍了一项市场营销活动指南，以支持希望为食品行业开发支持工具的非营利组织和政府组织，例如学术研究机构或政府机构。它提供了一种以目标受众为中心的系统方法，可以指导非营利组织进行营销活动的各个步骤，从定义新产品或服务的所需价值到最终推出它。文本还解释了如何在开发和转让LAV平台（LAV –避免食物浪费，来自德国“ Lebensmittel Abfall Vermeiden”）的案例研究中采用以目标受众为中心的营销方法，该网站是专门设立的并针对希望减少其运营中的食物浪费的德国食品领域的中小型公司（SME）。当前，有超过500种以英语或德语提供的工具，这些工具试图支持食品行业的公司减少食品浪费的工作。但是，到目前为止，还没有一个平台可以收集所有这些工具来促进中小企业访问它们。 LAV平台汇集了学术界和行业的各种相关工具，并在Internet平台上发布的工具箱中提供了最合适的工具。在这里，这些工具是按主题和细分市场构建的;它的用户友好性已通过涉及中小企业和行业组织的参与性方法进行了测试。 LAV平台以及更广泛地针对以受众为中心的营销方法，可以充当其他国际项目的榜样，这些国际项目的目标也是建立和推广工具收集系统。

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