基于4P营销视角的陕西特色农产品现状分析与对策研究

Present Situation and Countermeasures Analysis of Special Agricultural Products in Shaanxi:Based on 4P Marketing Strategies

特色农产品具有鲜明的区域特征与竞争优势,是实现农业产业兴旺发展和乡村振兴战略的重要组成部分。基于4P营销视角分析了陕西特色农产品发展现状,提出了营销策略优化发展的对策建议,以期进一步提高陕西特色农产品营销水准,推动区域农业发展和农民致富奔小康。

Characteristic agricultural products have distinct regional characteristics and competitive advantages,and is an important part of the strategy to realize the prosperous development of agricultural industry and rural revitalization.Based on the 4P marketing perspective,the current situation of the development of Shaanxi characteristic agricultural products was analysed,and some countermeasures and suggestions were put forward to improve the marketing level of special agricultural products in Shaanxi,promote the regional agricultural upgrading and increase farmers'income.