湖北省双低油菜绿色品牌营销策略研究

Study on the Marketing Strategy of Green Brands of Double Low Rape in Hubei Province

优质双低油菜产业的发展,是湖北省高效种植产业不可或缺的一部分。长久以来,湖北优质油菜的生产快速增长,在优质油菜新品种选育、推广,油菜生产、加工新技术普及以及油菜饼粕深加工方面取得了重大突破,但其绿色品牌的营销模式还不健全。为了打造绿色品牌和扩大销量,通过探讨湖北优质双低油菜产业的现状和问题,发现湖北省双低油菜品牌营销中存在品牌定位缺失、部分地区产品质量不过关、宣传不到位、营销体系不成熟及资金不足等问题,提出了相应问题的解决思路和关键措施。

The development of high-quality double-low rapeseed industry is an indispensable part of Hubei’s efficient planting industry.For a long time,the production of high-quality rapeseed in Hubei has grown rapidly.Major breakthroughs have been made in the breeding and promotion of new varieties of high-quality rapeseed,the popularization of new technologies for rapeseed production and processing,and the deep processing of rapeseed cakes,but the marketing model of its green brand is still not perfect.In order to create a green brand and expand sales,the current status and problems of the high-quality double-low rapeseed industry in Hubei were explored.It was found that there was a lack of brand positioning in the brand marketing of double-low rapeseed in Hubei Province,the quality of products in some regions was poor,publicity was not in place,and the marketing system was not mature.Problems such as inadequate funding,etc.,put forward solutions to the problems and key measures.