新形势下水果产业营销策略探析——以山西L县苹果营销为例

Analysis on the Marketing Strategy of Fruit Industry in the New Situation——Taking Apple Marketing in L County,Shanxi as an Example

对山西晋南特色农产品——L县苹果营销的状况与存在的问题进行了各方面研究,并且对相关问题提出了一定的解决策略与建议。以“4P营销理论、品牌营销理论”等为依据,结合山西省L县苹果目前已有的营销策略,重点分析营销策略对于L县苹果的销售造成的影响以及优化营销策略后对当地经济建设的重要作用,从而实现特色农产品在供需方面更好地匹配。

This paper studies the status and existing problems of apple marketing in L County,a distinctive produce in southern Shanxi province,and puts forward certain solutions and suggestions for related problems.Based on“4P marketing theory and brand marketing theory”and combined with the existing marketing strategies of apples in L county,Shanxi province,it focuses on analyzing the impact of marketing strategies on the sales of apples in L county and the impact of optimized marketing strategies on local economic construction.important role,so as to achieve a better match between supply and demand of distinctive produces.