“教育农园”的产品分析与营销策略

发布时间：2018-07-15 15:31

【摘要】："教育农园"是一种新兴的民俗旅游产品,它运用市场的方式,以营利为目的,以农村民俗文化为资源,给人(主要是青少年)提供乡村日常生活的体验和学习机会。"教育农园"作为市场化的产品,既具有有形的产品实体,也具有无形的服务内容。"教育农园"的价值不管是在社会层面,还是对于个人而言都是巨大的。它的价值通过对其产品的营销学分析能够彰显出来。有了对产品内容和特点的详细了解,最终其产品的推广及价值的实现,也就顺其自然地有了现实的方法。"教育农园"的价值在于它能够有效而现实地传承优秀的传统民俗文化;在于它能够跨越空间与历史的限制,给人们提供与众不同的体验机会;也在于乡村的朴素风俗文化对青少年积极的教育意义。正是上述特点和内在价值决定了其营销的方式与策略。营销策略的选择可以从渠道着手,也可以从价格、促销等角度考虑,但鉴于"教育农园"产品的特殊性,从产品角度优先深入地分析研究并能够以此进行营销实践应该是至关重要的。
[Abstract]:"Educational Farm Garden" is a new folk tourism product. It uses the way of market, takes the rural folk culture as the resource, and provides people (mainly teenagers) with the experience and learning opportunity of rural daily life. " As a market-oriented product, educational farm garden has both tangible product entity and intangible service content. The value of educational gardens is enormous both at the social level and for individuals. Its value can be demonstrated through the marketing analysis of its products. With a detailed understanding of the content and characteristics of the product, the promotion of the product and the realization of its value will lead to a realistic approach. " The value of "education farm garden" lies in its ability to effectively and realistically inherit excellent traditional folk culture, to transcend the limitations of space and history, and to provide people with different experience opportunities. Also lies in the countryside simple custom culture to the youth positive education significance. It is the above characteristics and intrinsic value that determine its marketing methods and strategies. The choice of marketing strategy can also be considered from the angle of price, promotion and so on, but in view of the particularity of the products of "education farm garden", It is very important to give priority to in-depth analysis and research from the point of view of products and to be able to carry out marketing practice.
【作者单位】：黑龙江大学政府管理学院;
【分类号】：F592.6

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