摘要
乡村振兴战略中产业振兴是基础,特色农产品作为巩固脱贫攻坚成果、实现乡村振兴的重要抓手,受到当地政府的高度重视。在农业生产、加工、流通诸多环节中,产品营销发挥着越来越重要的作用。本文以山东泰安特色农产品天宝樱桃为例,利用SWOT分析法,就当前天宝樱桃的营销环境进行深入分析,结合4Ps营销组合策略为天宝樱桃销售提出对策建议。
In the rural revitalization strategy,industrial revitalization is the foundation.As an important way to consolidate the achievements of poverty alleviation and realize rural revitalization,characteristic agricultural products attract the great attention of local government.In agricultural production,processing,circulation and many other links,product marketing is playing an increasingly important role.This paper takes Tianbao cherry,a characteristic agricultural product in Tai’an,Shandong Province,as an example,uses SWOT analysis method to make an in-depth analysis of the current marketing environment of Tianbao cherry,and puts forward countermeasures and suggestions for the sales of Tianbao cherry combined with 4Ps marketing mix strategy.
作者
乔风刚
QIAO Fenggang(Management College,Ocean University of China Qingdao,Shandong 266100)
出处
《中国商论》
2023年第1期63-65,共3页
China Journal of Commerce
关键词
特色农产品
乡村振兴
SWOT分析
营销策略
营销创新
characteristic agriculture products
rural revitalization
SWOT analysis
marketing strategy
marketing innovation
作者简介
乔风刚(1997-),男,山东泰安人,硕士研究生,研究方向:农业经济与管理。
