庆阳市苹果营销现状与未来发展策略——以赤城乡苹果为例

Qingyang's Apple Marketing Strategy: Present Situation and Future Development——A Case Study of Chicheng Township

甘肃省庆阳市是我国西北黄土高原苹果优势区,也是全国优质红富士苹果最佳适生区和绿色有机苹果生产基地,尤其是以优质间伐基地为主,在产业链打造方面成为庆阳苹果缩影的赤城乡先后被命名为"甘肃省优质苹果示范基地"、"甘肃省苹果出口基地",苹果产业已成为当地农民群众增收致富的主要渠道,但由于营销体系不完善、科技含量低,竞争优势不明显等,特别是在营销环节存在的问题使得庆阳市赤城乡苹果产业转化率不高。通过对赤城乡苹果产业发展现状和营销环节存在的问题进行分析,提出标准化管理、培育流通主体、实施品牌战略、建立质量检测体系,信息共享及多样化销售模式促进庆阳市赤城乡苹果产业健康可持续发展。

Suitable for growing high - quality apples, Qingyang is one of the biggest apple producers in northwest China. As a good example, Chicheng Township has been labeled as a demonstration producing base for both apple production and export where the farmers rely mostly on apples for income. However, the commercial conversion rate of apples is still low due to poor marketing system and other shortcomings. This paper presents the authors＇ study on the current situation and marketing problems of apple production of Qingyang and their suggestion of management standardization, circlation channel construction, brand - building strategy, quality detection system establishment, information sharing and diversified sales mode as solutions.