基于4P理论的新型农业经营模式发展策略研究

Strategy Research on the Development of New Agricultural Management Model on the Basis of 4Ps Theory

新型农业经营模式是加快农村改革、推进农业现代化的重要举措。该文从4P理论视角出发,分析当前农业经营模式存在的问题,即农产品质量问题严重、价格波动大、流通不畅和促销力度薄弱等,并从产品策略、价格策略、渠道策略和促销策略四个方面提出了构建新型农业经营模式的对策建议。

The new agricultural management model is an important measure to accelerate rural reform and promote ag- ricultural modernization. From the perspective of 4Ps marketing strategy theory, this paper considered that there ex- isted some problems in the current agricultural management model, which included poor product quality, great fluctu- ation in prices, blocked circulation and weak promotion of agricultural products. Then, the countermeasures for es- tablishing a new model of agricultural management were put forward from the four aspects of product strategy, price strategy, place strategy and promotion strategy.