基于SWOT分析的新疆特色农产品营销对策探析

Marketing Countermeasures of Characteristic Agro-products of Xinjiang Based on the SWOT Analysis

依托新疆特有的农业生产资源,发展优势特色农产品,开展特色农产品的营销是实现特色优势资源转换,传统农业向现代农业转型和提高农民收入的重要途径。利用SWOT分析对新疆特色农产品营销环境的优势、劣势、机遇和威胁进行了分析。综合各种有利和不利的因素,提出了新疆应抓住中央援疆机遇和区位优势开拓国内外市场,加强品牌建设、文化营销和绿色营销,加强农业信息建设,提高农产品精深加工能力,提高农产品质量和安全,加强标准准化生产和三品认证等对策建议。

Depended on specific agricultural production resources of Xinjiang, producing characteristic agroproducts and marketing them was the most significant way to realize the conversion of special advantage resources, turning traditional agriculture into modem agriculture and increasing peasant income. Based on the SWOT analysis, the paper analysed the strengths, the weaknesses, the opportunities and the threats of the marketing environment of characteristic ago-products of Xinjiang. The favorable and unfavorable factors taken together, the paper put forward countermeasures such as Xinjiang should seize the opportunity of Aid to Xinjiang and location advantages to open up domestic and international market, strengthen the brand construction, cultural marketing and green marketing, enhance the construction of information, improve enterprises＇ ability of agroproducts processing, improve the quality and safety of agroproducts and strengthen the standardized production and the authentication etc.