基于消费需求的高端农产品营销策略分析

The Analysis of Marketing Strategy for Senior Agricultural Products Based on Consumer Demand

通过判断抽样选取高端农产品的购买者进行访谈,深入调查消费者购买高端农产品的需求状况。针对消费者在购买高端农产品时所表现出的生理和安全需求、情感和品牌需求、沟通需求、精神和体验需求,提出通过强化消费者的感性和理性认知、塑造个性品牌、拓宽销售渠道、提炼核心卖点、深入开展体验营销、实行差异化营销等策略来打造企业个性化营销方案,全方位满足消费者的各种需求。

Through selecting senior agricultural products buyers for depth interviews by judgment sampling, the purchase demand for senior agricultural products is investigated. Aimed at the four types of purchase demand for senior agricultural products, i.e., physiological and safety requirements, emotional and branding requirements, communication requirements, and spiritual and experiential requirements, an individualized marketing proposal is put forward that consumer’s requirements can be fully satisfied by intensifying consumers’ perceptual and rational cognition, building personality brands, broadening sales channels, refining the core selling point, deepening experiential marketing, and implementing a differentiated marketing strategy.