农产品实施体验营销的策略研究

On the Experience Marketing Strategies of Agricultural Products

近年来,我国各地不断地对农产品产业结构进行调整,农产品市场环境也发生了变化,传统的农产品营销已不适用现代农业发展的需要。要解决这两者之间的矛盾就必须创新农产品营销。体验营销作为一种新的营销方式,其理论的科学性已经获得广泛认可,在实践应用方面也取得了一定的成果。本文介绍了体验营销的概念和特点,分析了农产品引入体验营销的必要性,在此基础上,重点研究了目前农产品实施体验营销过程中的四个侧重点:品牌体验、产品体验、休闲农业体验和网络渠道体验。

As a kind of new way of marketing,experience marketing theory has wide recognition,also has obtained certain achievements in practical application. This paper introduces the concept and characteristics of experience marketing,analyses the necessity of introducing experience marketing of agricultural products; on the basis of this,the paper researches four emphasis： brand experience,product experience,leisure agriculture experience and network channels.