浅谈安徽当涂县河蟹市场营销策略
发布时间：2018-11-01 13:06
【摘要】：安徽省当涂县河蟹生产全国闻名,其产的大闸蟹被誉为中华"三只蟹"之一,当涂也被誉为"中国生态养蟹第一县"。随着经济水平提高,河蟹越来越多走向普通居民餐桌。但当今河蟹竞争日趋激烈,各大品牌河蟹纷纷涌向市场,营销对于开拓河蟹市场就显得格外有意义。通过分析河蟹消费者市场和河蟹主要消费群体,在此基础上用SWOT模型分析了安徽当涂县河蟹特征,进而根据当涂河蟹面临的形势,提出了当涂河蟹市场营销策略:立足本地产品质量优势和地理标志等品牌优势,定位中高端市场,加强产品策略、定价策略、渠道策略、促销策略、人员策略、有形展示策略与过程策略研究。
[Abstract]:Dangtu County of Anhui Province is famous for its production of crabs all over the country. Its hairy crabs are known as one of the "three crabs" in China, and Dangtu County is also known as "the first county of China's ecological breeding of crabs". With the improvement of economic level, more and more crab towards the table of ordinary residents. But nowadays, the competition of river crab is becoming more and more fierce, and all kinds of Chinese crabs are flocking to the market, so marketing is of particular significance to the development of river crab market. Based on the analysis of the market of river crabs and the main consumer groups of river crabs, the characteristics of river crabs in Dangtu County, Anhui Province are analyzed by using SWOT model, and then according to the situation of river crabs in Dangtu County, Anhui Province. The marketing strategy of Dangtu River Crab is put forward, which is based on the advantages of local product quality and geographical indication, positioning middle and high-end market, strengthening product strategy, pricing strategy, channel strategy, promotion strategy, personnel strategy, etc. Research on physical display Strategy and process Strategy.
【作者单位】： 南京农业大学经济管理学院;浙江海洋学院经济管理学院;
【基金】：国家自然科学基金项目(71273137) 江苏省教育厅青蓝工程
【分类号】：F323.7
[Abstract]:Dangtu County of Anhui Province is famous for its production of crabs all over the country. Its hairy crabs are known as one of the "three crabs" in China, and Dangtu County is also known as "the first county of China's ecological breeding of crabs". With the improvement of economic level, more and more crab towards the table of ordinary residents. But nowadays, the competition of river crab is becoming more and more fierce, and all kinds of Chinese crabs are flocking to the market, so marketing is of particular significance to the development of river crab market. Based on the analysis of the market of river crabs and the main consumer groups of river crabs, the characteristics of river crabs in Dangtu County, Anhui Province are analyzed by using SWOT model, and then according to the situation of river crabs in Dangtu County, Anhui Province. The marketing strategy of Dangtu River Crab is put forward, which is based on the advantages of local product quality and geographical indication, positioning middle and high-end market, strengthening product strategy, pricing strategy, channel strategy, promotion strategy, personnel strategy, etc. Research on physical display Strategy and process Strategy.
【作者单位】： 南京农业大学经济管理学院;浙江海洋学院经济管理学院;
【基金】：国家自然科学基金项目(71273137) 江苏省教育厅青蓝工程
【分类号】：F323.7
【共引文献】
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