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感官分析目前在国内研究不多，外文资料很多，特献上 感官分析手册及GB [ Last edited by 幻影无痕 on 2007-7-20 at 07:53 ] |
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备受关注的“达能与娃哈哈之争”(以下简称“达-娃事件”)日前再度升级，随着事件的影响不断扩大，一个各方都不愿意看到的巨大阴影正在逐步显现。在7月21日由中国信誉论坛主办的“达-娃事件与市场信誉”专题研讨会上，专家认为，在愈演愈烈的口水战中，“娃哈哈”的品牌信誉资产正在快速流失。如果事态继续下去，于当事双方而言，是一场没有赢家的“战争”，到最后双方争夺到的“娃哈哈”有可能最后变为一具没有品牌信誉等内在精神依附价值的空壳。双方握手言和是解决“达-娃事件”的双赢之道。 中国消费者协会副秘书长武高汉说：“希望在各个利益相关方的共同推进下，达能和娃哈哈纠纷能够实现和解，以和解促和谐，以和谐促发展。” 争端焦点：无形资产 “达-娃事件”的核心是企业利益之争。企业利益分为长远利益和短期利益，企业资产亦分为有形资产与无形资产。无疑，这场争端的焦点是无形资产。 “对于娃哈哈而言，其无形资产又是什么？不仅仅是一个商标，而是包括娃哈哈商标品牌在内的长期积累起来的企业信誉。”中国信誉论坛秘书长杨荣坚如此认为。 他进一步指出，“中国企业历来重有形(资本)轻无形(资产)。在最初与外资合资合作的时候，一部分企业为了迅速发展和获得种种政策优惠，以极其低的费用转让包括品牌、商标在内的无形资产，或者干脆就没有注意到企业所拥有的这一部分‘软实力’，以致很多知名品牌死于无形。” 有着多年品牌信誉研究经验的国际信誉研究院(中国)院长潘少华认为，不管“达-娃事件”的发展结局如何，这场纷争说明中国企业对无形资产的管理已经进入自觉阶段。虽然这种对于无形资产的核心——品牌信誉的认识仍处于初级阶段，但这种转变无疑是令人欣慰的。 娃哈哈品牌资产在流失 作为一项无形资产，企业信誉是支撑企业或品牌运作的核心内容，代表了企业所积累的感性资产和社会资产，是联系包括企业、经销商、消费者等利益相关者的最牢固的纽带。 与会专家认为，娃哈哈走到今天，无论是宗庆后还是达能都贡献良多。一方面无法抹杀宗庆后及其管理团队在对娃哈哈品牌信誉构建上的努力，另一方面达能的注资等行为对娃哈哈企业品牌信誉的提升起到了战略性的作用，这使得娃哈哈有机会站在巨人的肩膀上去取得自身的发展。 与会专家认为，在经济全球化的今天，以民族品牌的观点狭隘地看待合资企业纠纷中的品牌所属权问题，无论在利益主体还是其他各方的间接利益相关者都是不成熟的市场观念的表现。 而始于今年4月3日的这场纷争给当事双方带来了的伤害显而易见：达能在中国的品牌形象受损，而娃哈哈的信誉同样遭到市场各方的广泛质疑。 商务部研究院信用部主任韩家平认为，“这个事件的发展对双方的企业信誉都有损害。可能品牌的知名度会提高，但是美誉度、信誉度会下降。” 互相爆料有违“契约精神” 此次达能与娃哈哈的较量，把本来很多埋在深层的东西都推到了表层，那些不为外人所熟知的商业秘密在双方的爆料下刊播于媒体，流传于市井。这个有违市场规则和契约精神的行为酿成的事件，从一个侧面说明“高速发展的中国市场对中国市场信用体系建设已形成倒逼之势”。 全国人大法工委巡视员何山指出，要避免这种情况的重演，关键的一点是建设现代市场体系、大力推进企业诚信建设，而相关参与企业则必须遵循相应的规则。 在商业环境日益趋同的情况下，市场主体行为必须遵循相关的市场规则。这些规则是为了保证市场有序运行而依据市场运行规律所制定的规范市场主体活动的各种规章制度，包括法律、法规、契约和公约等。没有一个好的市场规则，市场秩序就无从建立。 “达-娃事件”中，两个企业的争端被上升到评判一国商业环境高度，这在中国还属首次。这表明随着中国日益融入全球经济体系，中国企业的诚信度在现代市场规则约束下经受着越来越严格的审视。 企业信誉决定企业命运 中国市场在建立社会主义市场经济体制和接受经济全球化的洗礼，经历了20多年时间。这期间完成了由质量管理、名牌战略向品牌信誉的过渡。在市场品牌技术要素的管理趋于完善的今天，企业社会责任、最受尊敬企业、企业社会评价、品牌信誉价值等概念已经成为未来主导中国市场品牌价值取向的基本潮流。 没有信用，就没有秩序，市场经济就不能健康发展。完善的市场经济，必须有良好的企业信誉来支撑。世界上一些著名的跨国公司之所以长盛不衰的原因也源于此。 “现代商业社会企业信誉决定一个企业的命运。”中国人民大学法学院教授刘俊海谈道。具体到“达-娃事件”中，要实现由双输到双赢的转变，双方握手言和是最佳的解决之道。 在当今信息时代下，信息传播速度之快，令所有的企业都无法控制某些消息在某一地区或国家的扩散。不管是在纽约、伦敦、东京、北京，还是新加坡，品牌信誉都是企业赢得信任、获取成功的关键。 中国信誉论坛组委会由国家质检总局等有关部门支持，成立于2001年，最早提出“中国信用体系建设面临需求迫切性和建设艰巨性矛盾，应当以建设信誉体系、发挥信誉机制作用为先导，缓解这一矛盾”。 |
36楼2007-07-24 20:55:48
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www.foodnetbase.com最新出版的外文书目 Modern Food Microbiology (6th Edition) 现代食品微生物学 http://bbs.foodmate.net/viewthread.php?tid=9645&fromuid=10459 Essentials of Food Sanitation 食品消毒学 http://bbs.foodmate.net/viewthread.php?tid=5324&fromuid=10459 Foodborne Pathogens-Hazards Risk Analysis and Control 食品中的致病菌：危害、风险分析和控制 http://bbs.foodmate.net/viewthread.php?tid=9760&fromuid=10459 Microbiological Risk Assessment in Food Processing http://bbs.foodmate.net/viewthread.php?tid=9642&fromuid=10459 实验室生物安全手册 http://bbs.foodmate.net/viewthread.php?tid=9985&fromuid=10459 微生物自学教材－Microbiology Demystified http://bbs.foodmate.net/viewthread.php?tid=9741&fromuid=10459 Laboratory Exercises in Microbiology 图文并茂－微生物实验练习 http://bbs.foodmate.net/viewthread.php?tid=9720&fromuid=10459 |
2楼2007-01-14 00:35:34
3楼2007-01-24 15:25:39
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(R) The Flavour Profile Method (Arthur D. Little) This method was developed by Arthur. D. Little in the late 1940’s early 1950’s. It uses a panel of 4-6 trained panellists. Panellists are selected by screening for sensory acuity, interests, attitude and availability. A vocabulary is developed by exposure to a wide range of products from the product category to be assessed. The list is then reviewed and refined and reference standards and definitions applied to each term. The panellists examine the products and the results are reported to the panel leader. Through discussion in an open session lead by the panel leader, a consensus decision is reached for each sample. Aroma, flavour and amplitude, which is the balance or blending of the flavour, is assessed in this way. The scales used with this technique involve the use of numbers and symbols and therefore cannot be analysed statistically. This method is therefore a qualitative descriptive test. The main disadvantage with this type of test is that a dominant panel member or the panel leader could easily influence the panels decision. (R) Profile Attribute Analysis The Flavour Profile method was renamed the Profile Attribute Analysis with the introduction of numerical scales. Mean scores could then be calculated and the data statistically analysed. However consensus methods are still employed by some people. Again, this runs the risk of a result being skewed by a dominant personality in the group. (R) The Texture Profile Method This method was developed at General Foods in the 1960’s. It was based on the principles of the Flavour Profile method to assess the textural characteristics of a product. Textural characteristics are categorised into three groups, mechanical, geometrical and ‘other’ characteristics. 1. Mechanical: relating to the reaction of food to stress eg. hardness, chewiness and adhesiveness 2. Geometrical characteristics: relating to the size, shape and orientation of the particles within the food eg. grainy, fibrous and aerated 3. Other characteristics: relating to the perception of the moisture and fat contents of the food The order in which the characteristics are assessed is also very important. The order of assessment is first bite, “chewing” or masticatory second phase and residual or third phase. Panellists are selected on their ability to discriminate between textural differences in the product area to be trained. Six to ten panellists are suggested. Standardised terminology and rating scales are used for the assessments and each scale point is anchored with a specific food. Initially the technique used an expanded version of the Flavour Profile scale, however more recently category and line scales have been used. Panellists each make their own individual judgement and then depending on the type of scale used, a consensus decision is reached or statistical analysis is performed on the data. (R) Quantitative Descriptive Analysis (QDA ) This method of descriptive analysis was developed in the 1970’s. Ten to twelve panellists are selected by screening for ability to discriminate between products, their ability to verbalise their perceptions and to work as a group. The first step is to expose the panellists to a wide range of products from the product category to be assessed. Each panellist individually lists as many descriptive words possible that describe differences between the products. Hedonic terms such as nice, good, bad, etc are not allowed. Through a group discussion, the list of descriptive words is narrowed down to remove duplications and redundant terms until a standardised vocabulary is reached. This standardised vocabulary then needs to be defined with verbal definitions or reference standards and anchor points for the scale agreed upon. The panel also decides the order in which the terms are to be assessed. During this process the panel leader only acts to facilitate the discussion and provide references but does not influence or lead the panel. Trial evaluations are then carried out using the agreed vocabulary and refinements may be made until the panel is happy with the terms used. The panel leader evaluates the results from these trial sessions and once confident the results are reliable andrepeatable the actual assessment can take place. The assessment and trial sessions are completed in sensory booths following the basic principles of sensory evaluation. An unstructured 6-inch or 15cm line scale is used to measure the intensities of the agreed characteristics. Several replicates (3+) are required to validate the data. Data is then analysed using an analysis of variance. The results are often displayed visually on a spider web or star diagram. Other Methods Other methods which you may come across in literature but which will not be discussed in detail in this workshop are: Spectrum Method This is a descriptive analysis technique developed by Civille to cover any or all of appearance, aroma, flavour, texture or sound characteristics. Panellists use a standardised lexicon of terms to evaluate the products. This method requires extensive training of the panel to use standardised scales anchored with multiple reference points and panellists are trained to use the scale identically. Data is analysed in a similar way to QDA. Time Intensity This is used to track the changes in perception of a particular attribute of a product over time. For example you might rate the intensity of mint flavour perceived in chewing gum over a 3 minute period. This can be measured using pencil and paper or using one of the sensory software packages with time intensity facilities. Free Choice Profiling Unlike other descriptive testing techniques this method does not use an agreed vocabulary to assess the samples. Each panellist generates their own list of terms and scales, although they must use these consistently for all samples. The data from this type of assessment is then analysed using Generalised Procrustes analysis. The main advantage of this technique is the time saved on training a panel, however interpretation of individual attributes can be subjective as the terms are not defined as with other descriptive testing methods. |
4楼2007-02-01 13:10:09