中国蓝莓生产企业行为分析

Analysis on Behavior of Blueberry Production Enterprises in China

以中国蓝莓产业中的生产企业作为研究对象,通过问卷调研的方式,对这些企业的企业行为进行了分析。结果表明,大多数企业具有长远的发展战略规划,有一定的竞争优势,但更深层次的营销战略规划仍然模糊;企业对品牌、技术和产品的重视度较高,促销手段较为丰富,但还无法用现代营销理论进一步指导生产;企业期待规范的行业协会早日成立,有利于提高行业效率、促进利益共赢。

This paper takes the Chinese blueberry production enterprises as the research objects,by questionnaire survey,draw the conclusions that most enterprises have the long-term development strategy planning and competitive advantages,but the deeper marketing strategy planning still fuzzy.Enterprises pay attention to the brand,technology and products,and promotion,but still can＇t use modern marketing theory to guide production.The enterprises look forward to normative association to increase efficiency,and getting the mutual benefit.