生鲜农产品城市市场体验营销策略研究——基于消费者需求

A Study on the Experience Marketing Strategies for Fresh Agricultural Products in Urban Markets——Based on the Demand of Consumers

随着收入水平的提高和消费需求的不断升级,城市居民已不再满足于生鲜农产品给他们带来的功能利益,开始重视购买过程中所获得的符合自己心理需要和情趣偏好的特定体验。作为城市居民日常生活必不可少的能源物质,生鲜农产品差异化程度小,且具有易腐性和易损性,给企业营销给来了很大的困难。城市消费者购买生鲜农产品的需求类型,包括:生理和安全需求、情感需求、品牌需求、沟通需求和体验需求,五种需求类型提出了企业在城市市场开展体验营销的具体策略。

With the development of income levels and the escalation of consumer demand, urban residents no longer satisfy with the functional benefits of fresh agricultural products. They start to focus on the specific experience in the buying process that can meet their own psychological needs and taste preferences. As the essential substance of the daily life to urban residents, fresh agricultural products have small degree of variability, perishable nature and vulnerability which bring great difficulties to corporation marketing. On the basis of interview research, this article sums up the type of demand for urban consumers to buy fresh agriculture products, including physiological and security needs, emotional needs, the brand needs, communication needs and experience requirements. Then based on the five kinds of needs, and carried out specific marketing strategies for enterprises to manage experience marketing in the urban market.