产业扶贫背景下地理标志农产品企业营销策略优化--以滁州市滁菊为例

Marketing strategy optimization of geographical indication agricultural products enterprises under the background of industry poverty alleviation:Take Chuju in Chuzhou city as an example

地理标志农产品具有鲜明的地域特征和竞争优势,着力发展地理标志农产品是实现农村产业扶贫和乡村振兴的有效途径。选取地理标志农产品滁菊,从产品市场营销视角出发,分析了目前产业扶贫背景下滁菊企业产品营销存在的问题,并提出营销策略的优化建议,以期助力地区产业扶贫与乡村振兴发展。

Geographical indication agricultural products had distinct regional characteristics and competitive advantages,which was an effective way to realize rural industrial poverty alleviation and rural revitalization.This study selected Chuju,an agricultural prod⁃uct with geographical indication,from the perspective of product marketing,analyzed the problems existing in product marketing of Chuju enterprises under the background of industrial poverty alleviation,and put forward the optimization suggestions of marketing strategies,so as to help the regional industrial poverty alleviation and rural revitalization development.