台湾农产品在福建的营销策略研究——以福州大润发购物广场为例

Research On the Marketing Strategy of Taiwan's Agricultural Products in Fujian——Taking the RT-Market in Fuzhou as An Example

以福州大润发购物广场问卷调查数据为依据,通过4P营销理论分析台湾农产品在福建营销的现状及存在问题。结果发现,在福建销售的台湾农产品存在产品品种少、价格高、营销渠道效率低和促销手段单一等问题,提出提高产品定位、降低产品价格、改进销售渠道、丰富促销手段等建议。

Based on the questionnaire data of RT-Market in Fuzhou,and by using the 4Ps marketing strategy theory,this paper analyzed the current situation and existing problems of Taiwan＇s agricultural products on marketing in Fujian.The results showed that the main problems for Taiwan＇s agricultural products sold in Fujian included the few product varieties,high prices,low efficiency of marketing channels,single promotion means,etc.Last,this paper put forward the suggestions such as improving product positioning,lowering product prices,improving the marketing channels,enriching promotion means,etc.