非洲猪瘟背景下的低胆固醇无抗猪肉C2C全网营销模式研究  

Low-cholesterol Antibiotic-free Pork C2C Full-network Marketing Model inthe Con-text of African Swine Fever

作　　者：吴芳[1] 向媛媛 聂笑一[1] Wu Fang;Xiang Yuanyuan;Nie Xiaoyi(Department of Electronic Commerce,Hunan Agricultural University,Changsha 410128,China)

机构地区：[1]湖南农业大学电子商务系,湖南长沙410128

出　　处：《中国猪业》2020年第6期33-36,42,共5页China Swine Industry

基　　金：湖南省创新创业技术投资项目“低胆固醇无抗安全猪肉产业化关键技术集成创新与示范”(湘科发[2017]159号,项目编号:2017GK5009)。

摘　　要：非洲猪瘟疫情导致中国生猪生产供应遭受很大冲击,国内生猪价格受到供需关系影响继续上涨。随着猪肉价格的起伏不定,猪肉问题渐渐成为国民的关注重点。猪肉行业的消费观与消费模式在不断改变,消费者对食品安全和质量的重视程度日益增加。目前国内猪肉市场良莠不齐,消费者对高品质猪肉的需求越来越强烈。针对消费者健康意识的提高,打造高品质、高营养健康猪肉品牌是生猪产业的必由之路,功能性猪肉随之应运而生。本文探讨了功能性猪肉在非洲猪瘟大背景下的“点对点”调运单向运输问题,分析了功能性猪肉的营销环境,提出了在城市递进市场环境下的全网营销模式及策略。The African swine fever epidemic has greatly affected the production and supply of Chinese pigs,and domestic pig prices have continued to rise due to the impact of demand.With the fluctuation of pork prices,the pork problem has gradually become the focus of national attention.The pork industry's consumption outlook and consumption model are constantly changing,and consumers are increasingly attaching importance to food safety and quality.At present,the domestic pork market is uneven,and consumers'demand for high-quality pork is growing stronger.In response to the rise of consumer health awareness,creating high-quality,high-nutrition healthy pork brands is the only way for the pig industry.This paper studied the one-way transportation of"point-to-point"transport of functional pork against the background of African swine fever,analyzed the marketing environment of functional pork,and proposed a network-wide marketing model and strategy in a progressive urban environment.

关 键 词：低胆固醇 无抗猪肉 功能性猪肉 全网营销 

分 类 号：S828[农业科学—畜牧学] S8-9[农业科学—畜牧兽医]