摘要
概述了茶油的特性及油茶产业发展情况,通过对居民日常食用植物油分布状况、目前市场上食用植物油的销售价格情况及竞争产品的分析,探讨了茶油的目标市场、市场定位及营销策略,提出要依据茶油特性以及现阶段我国食用植物油市场实际情况,开发茶油高档产品,创造知名茶油品牌,选择城市中高收入家庭作为目前茶油目标市场的营销策略。
By summarizing the characteristics of tea-seed oil products and the development situation of oil-tea industry,as well as the consumption situation of vegetable oil and the pricing strategies of the competitive products,the paper discussed the targeting and positioning strategy of oil-tea products.According to these characteristics,we suggested to develop high-end oil-tea products and establish famous brand image to serve for the high income families in cities.
出处
《林业经济》
北大核心
2011年第6期55-58,共4页
Forestry Economics
基金
2010年湖南省教育厅重点研究项目(10A134)
中南林业科技大学研究生科技创新基金资助项目(2009SX13)资助
关键词
茶油特性
茶油价格
目标市场
营销策略
oil-tea characteristics
price of oil-tea
targeting strategy
marketing strategy
