摘要
发展特色鲜明的乡村农业、构建乡村现代产业体系,是壮大县域经济、实现乡村全面振兴的重要抓手。除了种植、加工等环节,营销也是特色农产品推广中至关重要的环节。本文以山东省特色农产品平阴玫瑰为例,运用SWOT分析法,深入分析了平阴玫瑰的营销环境,并结合4Ps营销组合提出促进平阴玫瑰长远发展的营销策略。
The development of rural agriculture with distinctive characteristics and the construction of modern rural industrial system are important parts in strengthening the county economy and realizing the comprehensive revitalization of rural areas.Besides planting,processing and other steps,marketing also plays an important role in the promotion of characteristic agricultural products.Taking Pingyin rose as an example,this paper analyzes the marketing environment of Pingyin rose by SWOT analysis,and puts forward the marketing strategies to promote the long-term development of Pingyin rose by combining the 4Ps marketing mix.
作者
李雪琪
LI Xueqi(Ocean University of China Qingdao,Shandong 266000)
出处
《中国商论》
2022年第1期19-21,共3页
China Journal of Commerce
关键词
乡村振兴
特色农产品
营销策略
SWOT分析法
4Ps营销组合
rural revitalization
characteristic agricultural products
marketing strategy
SWOT analysis
4Ps marketing mix
