乡村产业振兴背景下传统食品营销组合策略研究——以山东高密Y品牌蜜枣为例  

Research on the Traditional Food Marketing Combination Strategy under the Background of Rural Industry Revitalization—Taking Shandong High-Density Y Brand Jujube as an Example

作　　者：王晓凤 孙国嫄 

机构地区：[1]云南财经大学法政学院,云南 昆明

出　　处：《现代市场营销》2024年第4期111-121,共11页Modern Marketing

摘　　要：2024年中央一号文件提出推进乡村全面振兴“路线图”。产业是发展的根基,也是全面推进乡村振兴的主要途径和长久之策。而传统食品产业的发展不容忽视。本文以山东高密蜜枣为案例,围绕当前传统食品营销面临的挑战和问题展开研究。通过案例研究、问卷法、实地调研,针对传统食品营销存在的品控不稳定、定价方式混乱、间接渠道分布混乱、促销模式单一等问题,提出优化传统食品营销策略建议:加强品控、产品改良等手段打磨产品;采用渗透定价、撇脂定价来优化产品价格;通过法律手段规范销售渠道;通过抖音、哔哩哔哩等平台提升产品曝光,同时开展线下试吃、体验产品制作等活动促进销量。In 2024, the No. 1 central government document proposed the “roadmap” for promoting all-round rural revitalization. Industry is the foundation of development, but also the main way and long-term way to comprehensively promote rural revitalization. The development of the traditional food industry cannot be ignored. This paper takes Shandong high-density jujube as a case to study the challenges and problems of traditional food marketing. Through case study, questionnaire method and field research, for traditional food marketing existing unstable quality control, pricing method confusion, indirect channel distribution confusion, single promotion mode and other problems, some strategy suggestions for the optimization of traditional food marketing are put forward: strengthen quality control, product improvement and other means to polish products;adopt penetration pricing and skimming pricing to optimize product price;standardize the sales channels through legal means;improve product exposure through TikTok, BiliBili and other platforms, as well as carry out activities such as offline sampling and experiencing product production to promote sales volume.

关 键 词：乡村产业振兴 传统食品 营销组合策略 

分 类 号：F42[经济管理—产业经济]