赣南脐橙三位一体营销战略探讨

面对日益激烈的市场竞争,针对脐橙上市期过短、上市过于集中、脐橙生产组织化程度低,以及自然灾害和突发事件频仍的情况,赣州市积极发挥政府的引导作用,同时积极利用市场调节功能,制定三位一体的营销战略,充分发挥果农、营销企业和合作社的积极性,使赣南脐橙营销具有较强的竞争力,较好地反映了果农、营销公司和政府的利益诉求。本文在叙述三位一体营销战略运行的基础上,对强化这一战略进行了一些积极的探索。

Faced with the increasingly fierce market competition, and in response to the short - term and concentration of marketing, low organization degree, as well as the frequent happening of the natural disasters and accidences, Ganzhou city actively plays the governmental guiding role. Meanwhile, it positively applies the function of marketing regulations, makes the strategy of trinity marketing, and fully plays the enthusiasm of fruit farmers, marketing enterprises and the cooperatives so as to make Gannan navel orange has relatively strong competitiveness, which better reflects the benefits demand of the fruit farmers, marketing corporate and governments. Based on the description on the operation of trinity marketing strategy, this paper positively explores the strengthening of the strategy.