石林地区水果产业营销思路探析

A Study on Fruit Industry Marketing Ideas in Shilin Region

云南有着极为丰富的植物资源,尤其是利用度、开发度较高的水果产业,不仅是省政府的战略发展目标之一,而且也是当地经济发展的主要支柱。以石林地区水果产业为研究对象,采用观察法、访谈法和文献调查相结合的方法,就石林地区水果产业发展和营销现状分析研究,基于绿色水果、生态水果、品牌水果是水果产业发展不可逆转的大趋势,从政府支持、技术引进、绿色营销、生态营销、观念营销和互联网平台搭建方面探索水果产业的营销策略。

Yunnan Province is rich in plant resources,particularly the fruit industry which has been highly utilized and developed. Fruit industry is not only one of the provincial government's strategic development goals,but also the main pillars for the development of local economy. The author chooses Shilin area as a study subject,and adopts the methods of observation,interview and literature review to study on the fruit industry development and marketing status in this area. Based on the irreversible trend of development of fruit industry,which aims to produce green,ecological and brand fruits,the author explores marketing strategies of fruit industry from the aspects of government support,technology introduction,green marketing,ecological marketing,ideational marketing and internet platforms establishment.