摘要
乡村振兴战略背景下,黔南州农村产业结构调整取得了重大进展。刺梨作为黔南州特色农作物,具有丰富的营养价值,近年来在全州多个县市农村地区大力培育种植,但目前刺梨产品的市场销量不容乐观。文章以4Ps营销理论为基础,分析黔南刺梨产业在产品、定价、渠道、促销四个方面存在的问题,提出相应的解决对策,以期更好地促进黔南州刺梨产业的发展。
Under the background of rural revitalization strategy,great progress has been made in the adjustment of rural industrial structure in Qiannan prefecture.Rosa roxburghii,as a characteristic crop in Qiannan Prefecture,has rich nutritional value.In recent years,it has been cultivated and planted in rural areas of many counties and cities in Qiannan prefecture,but the market sales of rosa roxburghii products are not optimistic at present.Based on the 4Ps marketing theory,this paper analyzes the problems existing in products,pricing,channels and promotion of rosa roxburghii industry in Qiannan,and puts forward corresponding countermeasures in order to better promote the development of rosa roxburghii industry in Qiannan prefecture.
作者
饶穗琦
RAO Sui-qi(School of Economics and Management,Qiannan Normal University for Nationalities,Duyun 558000,Guizhou,China)
出处
《黔南民族师范学院学报》
2023年第6期90-95,共6页
Journal of Qiannan Normal University for Nationalities
基金
黔南民族师范学院2019年校级课题“乡村振兴背景下黔南地区刺梨产业营销路径研究”(qnsy201957)阶段性成果。
关键词
4Ps
黔南州
刺梨
营销策略
4Ps theory
Qiannan prefecture
rosa roxburghii
marketing strategy
