摘要
牡丹籽油营养丰富,但目前因产品价格高、产品定位不清晰等导致市场反应冷淡。文章在梳理牡丹籽油产业发展、产品优势的基础上,从国家粮油安全、产业链促进以及消费者需求层面分析了牡丹籽油的市场需求。运用STP、4Ps等市场营销理论.明确了牡丹籽油的市场定位,并据此提出了营销策略和品牌建设等对策建议。
Peony seed oil is rich in nutrients,but the market response is low due to high prices and unclear product positioning.Based on the development of peony seed oil industry and product advantages,this paper analyzed the market demand of peony seed oil from the national grain and oil security,industrial chain promotion and consumer' s demand.Using the marketing theories such as STP and 4P,the market positioning of peony seed oil was clarified,some suggestions on marketing strategy and brand building were put forward accordingly.
作者
陈发伟
刘萍
Chen Fawei;Liu Ping(School of Economics and Management,Beijing Forestry University,Beijing 100083)
出处
《林业经济》
北大核心
2019年第6期69-71,122,共4页
Forestry Economics
基金
林业公益性行业科研专项“油用牡丹新品种选育及高效利用研究与示范”(编号:2014701)
关键词
牡丹籽油
市场需求
营销策略
peony seed oil
market demand
marketing strategy
