摘要
首次运用市场营销学研究体系对我国蓝莓加工品生产企业采取的产品策略、渠道策略、价格策略、促销策略(4P策略)进行了研究。结果表明:国内蓝莓加工品类型丰富,但多为低端产品。依据各类型产品自身特点,可制定不同的营销策略:利用蓝莓色素、香精等制成的深加工产品主要面向低端消费;以果汁为原料的产品面向中档消费;蓝莓果肉或果粒的果酱、果汁等面向高端消费。市场营销策略也应根据消费群体的不同体现出差异化。
Products, place, price and promotion strategies of processed blueberry were studied for the first time using marketing strategy theory. The results showed that the types of processed blueberry product are various, but the best high-level products are the imported ones. Low-level products are made of blueberry essence and pigment. Mid-level products are made of blueberry juice. High-level products are blueberry grain that can be seen in the products. Different strategies should be worked out according to different enterprises.
出处
《吉林农业大学学报》
CAS
CSCD
北大核心
2009年第5期675-680,共6页
Journal of Jilin Agricultural University
基金
公益性行业科研专项基金项目(nyhyzx07-028
2006-G25)
吉林省科技发展重点项目(20050212-2)
关键词
蓝莓
加工品
市场营销策略
blueberry
processed product
marketing strategy
