荔枝加工品的市场营销创新思考——基于荔枝醋的市场调查分析  

Thinking on the Marketing Innovative of Lychee Processed Products—Based on the Marketing Investigation and Analysis of Lychee Vinegar

作　　者：陈冬妍 于泽思 左两军[1] CHEN Dongyan;YU Zesi;ZUO Liangjun(South China Agricultural University,Guangzhou,Guangdong 510642)

机构地区：[1]华南农业大学,广东广州510642

出　　处：《热带农业工程》2023年第3期46-49,共4页Tropical Agricultural Engineering

基　　金：数字化背景下广东省荔枝产业供应链优化研究(No.20221021)。

摘　　要：荔枝醋是荔枝加工品中一个重要的代表性产品。为了解消费者对荔枝醋的认知与消费体验,给荔枝加工业发展提供决策参考,对丹荔牌荔枝醋消费者的消费意愿调查结果进行了分析。结果表明:广东省内女性青年群体荔枝醋饮品的消费偏好明显;非广东地区中老年消费群体具有市场开拓价值,“养生保健”可以成为荔枝醋营销定位的重要方向;荔枝醋的营销渠道适合于餐饮与礼品市场等窄渠道;与其他产品进行组合营销会提高产品价值增值与市场空间。Lychee vinegar is a primary representative product in lychee processing products.To understand consumers'cognition and consuming experience of lychee vinegar and provide decision-making reference for the development of the lychee processing industry,we analyze the survey results of the consumers'consumption intention of Danli Brand of lychee Vinegar.The results indicate that the young female groups in Guangdong Province have an apparent preference for lychee vinegar drinks;the middle-aged and elderly consumer groups in non-Guangdong areas have the marketing development value,and"health care"can become the critical direction of the marketing positioning of lychee vinegar;the marketing channels of lychee vinegar are suitable for catering and gift markets and other narrow channels;the combination of marketing with other products will increase the value-added and marketing space of the product.

关 键 词：荔枝醋 消费体验 营销定位 

分 类 号：F327[经济管理—产业经济] TS275.4[轻工技术与工程—农产品加工及贮藏工程]