摘要
为了更好地满足消费者对食用菌的需求和提高食用菌企业销售能力,针对新经济背景下食用菌市场营销目标差异化定位进行分析。通过调查问卷的形式了解食用菌消费人群的消费行为,最终将消费者划分为节俭型、享受型、谨慎型、健康型,并分析了每种类型消费者的消费心理。基于消费心理调研,提出食用菌市场营销目标差异化定位和策略。分别从营养角度、安全角度、生态角度确立食用菌市场营销目标定位:绿色健康、生态且无污染,高营养且无公害的产品;从品牌策略和营销组合方面给出了销售对策:以产品、价格、渠道、促销、网络销售策略等为营销组合,实现食用菌高效销售。
As an agricultural product with high nutritional value,the market prospect of edible fungi is very broad.In order to better meet the needs of consumers and improve the sales capacity of edible fungi companies,an analysis is made on the differential positioning of edible fungi marketing goals in the new economic context.The consumption behavior of the edible fungi consumer group was investigated through a questionnaire,and the edible fungi consumers were finally divided into frugal,enjoyable,prudent,and healthy,and the consumer psychology of each type of consumer was analyzed.Based on consumer psychological investigation,a differentiated positioning and strategy for edible fungi marketing goals was proposed.The marketing target orientation of edible fungi is established from the point of view of nutrition,safety and ecology:green health,ecology and pollution-free,high nutrition and pollution-free products,and sales countermeasures are given from the aspects of brand strategy and marketing combination.Products,prices,channels,promotion and network sales strategies could take as marketing combinations to achieve efficient sales of edible fungi.
作者
田琦玮
TIAN Qi-wei(School of Management,University of Shanghai for Science and Technology,Shanghai 200093,China)
出处
《中国食用菌》
北大核心
2020年第6期165-168,共4页
Edible Fungi of China
基金
2018年度国家自然科学基金面上项目(71871144)。
关键词
新经济
食用菌
市场营销
目标
差异化定位
new economy
edible fungi
marketing
target
differentiated positioning
