新时代我国特色渔业品牌营销策略探讨——以黄山泉水鱼营销为例
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摘要
在买方市场条件下加强地方特色渔业品牌营销策略研究非常重要。论文以黄山泉水鱼营销为例,以黄山泉水鱼营销分析为基础,进行"黄山泉水鱼"品牌SWOT分析,在此基础上,指出了"黄山泉水鱼"形成品牌的关键要素、阶段、顺序等三个关键点,总结了"黄山泉水鱼"品质优化、包装配套、发掘高价销售亮点、创作传奇故事、开发多样化个性化需求、拓展营销渠道、创新品牌传播方式、创造深度服务模式等"黄山泉水鱼"品牌营销的八个重点,对黄山市水产业转型升级具有现实意义,对全国绿色和有机水产品的生产经营具有借鉴意义。
It is very important to strengthen the marketing strategy of local fishery brand under the condition of buyer's market.Taking mount Huangshan spring fish(MUSF) marketing as an example,the paper analyzes the SWOT brand of MUSF.Based on this analysis,it points out the key elements,stages,and order of the brand formation of MUSF.Summarized the MUSF brand marketing such as quality optimization,packaging matching,explo ring high-priced sales highlights,creating legendary stories,developing diversified individual needs,expanding marketing channels,innovating brand communication methods,and creating in-depth service models.It is of practical significance for the transformation and upgrading of the aquaculture industry in huangshan city and has reference significance for the production and management of green and organic aquatic products in China.
It is very important to strengthen the marketing strategy of local fishery brand under the condition of buyer's market.Taking mount Huangshan spring fish(MUSF) marketing as an example,the paper analyzes the SWOT brand of MUSF.Based on this analysis,it points out the key elements,stages,and order of the brand formation of MUSF.Summarized the MUSF brand marketing such as quality optimization,packaging matching,explo ring high-priced sales highlights,creating legendary stories,developing diversified individual needs,expanding marketing channels,innovating brand communication methods,and creating in-depth service models.It is of practical significance for the transformation and upgrading of the aquaculture industry in huangshan city and has reference significance for the production and management of green and organic aquatic products in China.
引文
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[2]钟凯.绿色农产品营销模式及策略创新[J].现代营销(下旬刊),2018,(8):60-61.
[3]费文美.基于地理标志技术的农产品营销品牌价值增进策略[J].经济研究参考,2018,(17):79-82.
[4]王洋.水产品电商公司营销策略研究[D].辽宁:大连理工大学硕士论文,2017
[5]陈勇.水产品公司营销策略优化研究[D].湖南:湖南农业大学硕士论文,2017.
[6]路萍,蒋铭.我国水产品出口企业国际营销策略[J].现代经济信息,2016,(6):134-135.
[7]凡慧荣,王阳光.水产品市场营销策略分析[J].浙江海洋学院学报(自然科学版),2013,(1):86-88,92.
[8]蒋铭.我国水产品出口企业国际营销策略研究[D].辽宁:大连海事大学硕士论文,2012.
[9]王文彬.水产品市场营销七策略[J].农家顾问,2009,(10):21-23.
[10]沈忠明,张成君.常规水产品差异化品牌营销策略——以重庆水产市场为例[J].安徽农业科学,2008,(26):11566-11567.
[11]熊炎成.水产健康养殖纵横谈(之六)无公害水产品的市场营销策略[J].渔业致富指南,2004,(20):58-59.
[12]孙建富.水产品市场营销策略的研究[J].中国渔业经济,2003,(A1):21-22+25.
[13]郭勇,杜若谦.浅析水产品市场结构与营销策略[J].齐鲁渔业,2003,(7):48-50.
[14]朱文英.水产品市场开发的管理方法与营销策略[J].水产科学,2002,(2):46.