威海市海参终端营销模式问题研究

Study on terminal marketing model of sea cucumber in Weihai

威海凭着资源区位优势快速发展,其中海参市场的发展成为其重要的推动力量。越来越多的经营者意识到海参作为一种高档消费品正在逐步得到人们的青睐。这就引发了海参市场尤其是终端营销环节的相互竞争。海参的终端经营者该如何在竞争中提高产品占有率,已经成为人们所关注的问题。通过分析消费者和商家的调查问卷数据,发现威海海参市场终端营销模式的发展具有明显优势,但也存在发展瓶颈。因此,需要通过创新海参终端营销模式,同时改进完善现有终端营销模式的管理和服务,以推进威海海参终端营销模式体系的良性发展。

With the development of Shandong blue economy, Weihai began to develop rapidly with affluent ocean resources and strong regional advantage. The development of the sea cucumber market has played an important role in this progress. More and more business operators realize that sea cucumber has become a luxury product which has win warm praise from consumers. However, this trend may cause intense competition in Weihai sea cucumber market especially in terminal marketing lines. Therefore, the ways that can improve the market share has aroused the terminal sellers concern. On the base of analyzing the data of questionnaires, finding the terminal marketing models in Weihai sea cucumber market has obvious advantages, but it also has problems. Therefore, we should through the way of innovation and improve management and service of the terminal marketing model, in order to promote the development of the terminal marketing model system in Weihai sea cucumber market.