浙江特色农产品营销模式发展策略

STUDY ON THE DEVELOPMENT STRATEGY OF CHARACTERISTIC AGRICULTURAL PRODUCTS MARKETING MODEL IN ZHEJIANG PROVINCE

关键词:  浙江省 特色农产品 营销模式 探索 发展策略

Key words:  Zhejiang province  characteristic agricultural products  marketing model  explore  development strategy

摘要:

作为一种健康、无污染的新型农产品特色农产品越来越受到人们的青睐，做强特色农业，扩大特色农产品的销售渠道以及拓宽特色农产品的营销模式对于促进特色农产品的销售有着极为重要的意义。为了扩大特色农产品在相关市场当中的市场份额，增强特色农产品的市场竞争力，并最终提高人们的生活质量，在特色农产品销售过程当中必须对特色农产品营销策略进行系统的研究与分析。在研究当中，通过实地调研、调查问卷等形式对浙江省舟山市、杭州市、上虞市以及宁波市等地的特色农产品营销体系以及相关特色农产品营销策略进行了较为全面系统的分析。在此基础上，文章从浙江省实际情况出发，结合浙江省相关特色农产品的优势以及不足，从强化品牌意识、优化销售渠道、完善营销理念、整合优势资源等方面对浙江省特色农产品营销模式进行了细致的分析，以期通过上述建议为促进浙江省特色农产品的销售提供一定的理论指导。

Abstract:

As a healthy and pollution-free green food，characteristic agricultural products get more attentions.Such approaches as strengthening agriculture，expanding characteristics of agricultural products sales channels，and broadening marketing model were effective to promote the sales of local agricultural products.In order to expand the market share of characteristic agricultural products in the relevant market and enhance the market competitiveness，this paper analyzed the marketing strategyof the current characteristic agricultural marketing systemin Zhejiang province using the methods of questionnaires，field trips，seminars in some related departments.It pointed out the advantages and shortcomings of characteristic agricultural products，and put forward some suggestions to improve the market sale of the characteristic agricultural products，such as strengthening brand awareness，optimizing of sales channels，improving the marketing concept，and integrating advantages of resources.