摘要
食用菌深加工产业是新兴产业,也是乡村振兴的重要产业。通过研究食用菌深加工产业的营销现状,发现存在产品策略不清晰、价格偏离消费者的认知价值、渠道布局不均匀、品牌推广方式欠缺等问题。进一步提出:系统化构建满足消费需求产品体系、价格兼顾性价比,提高消费者的品牌认知价值、树立样板市场,缩减区域差异、打造核心终端的标准化生动化建设、提升食用菌深加工企业品牌形象等优化管理建议。以此优化食用菌深加工产品营销策略,从而促进食用菌深加工产业的发展。
The edible fungus deep processing industry is an emerging industry and an important industry for rural revitalization. By studying the marketing status of the edible mushroom deep processing industry, it is found that there are problems such as unclear product strategy, price deviation from consumers’ cognitive value, uneven distribution of channels, and lack of brand promotion methods. It is further proposed: systematically build a product system that meets consumer demand, take into account the price and cost-effectiveness,satisfy consumers’ brand recognition value, establish a model market, reduce regional differences, create a standard and vivid construction of core terminals, and enhance the brand image of edible mushroom deep processing enterprises, etc. In this way, the marketing strategy of edible fungi deep processing products is optimized, thereby promoting the development of edible fungi deep processing industry.
作者
苏伯文
胡其亮
Su Bowen;Hu Qiliang(School of Business and Circulation,Anhui International Business Vocational College,Hefei,Anhui 230013,China;School of Management,University of Science&Technology China,Hefei,Anhui 230026,China;School of Management,Anhui Business Vocational College,Hefei,Anhui 231131,China)
出处
《保定学院学报》
2022年第5期20-24,共5页
Journal of Baoding University
基金
中国高等教育学会2021年度专项课题“基于PPP模式的高职院校产业学院运行机制及风险管理研究”(21ZJD17)
安徽省教育厅高校优秀人才支持计划项目(gxgnfx2021102)
安徽省高校人文社科重点项目“产教融合背景下高职院校校企合作PPP项目风险评估与控制研究”(SK2020A0882)
安徽省教育厅岗课赛证综合育人改革项目“市场营销专业”(2021gkszgg008)。
关键词
农产品
食用菌
农业深加工
营销策略
agricultural product
edible fungi
agricultural deep processing
marketing strategies
