湖北省潜江市小龙虾营销策略研究

Research on Marketing Strategy of Crayfish in Qianjiang City, Hubei Province

小龙虾作为潜江的支柱性产业,对促进地方经济发展起到了巨大的作用。经过多年的发展,潜江已形成了集科研示范、良种选育、苗种繁殖、生态养殖、加工出口、健康餐饮、冷链物流、精深加工、节庆文化、产城融合为一体的较为完整的小龙虾产业链,但随着社会经济的发展,人们的消费水平和消费需求都得到了明显的提高,潜江小龙虾目前的营销现状已经不能应对日新月异的变化,为了实现潜江小龙虾的良性发展,需要对潜江小龙虾营销策略进行研究。以潜江市小龙虾为例,首先对潜江市发展小龙虾产业的优劣势、机遇与挑战进行了分析,并制定出了SWOT矩阵图为其提供战略指导,接着分析了潜江市小龙虾营销现状及营销过程中面临的问题,然后提出有利于潜江市小龙虾发展的策略改进建议。

As the pillar industry of Qianjiang, crayfish has played a huge role in promoting local economic development. After years of development, Qianjiang has formed a relatively complete set of scientific research demonstration, improved breeding, seed breeding, ecological breeding, processing export, healthy catering, cold chain logistics, intensive processing, festival culture, and industry-city integration. The crayfish industry chain, but with the development of social economy, people’s consumption level and consumption demand have been significantly improved. The current marketing status of Qianjiang crayfish has been unable to cope with the ever-changing changes. Development requires research on Qianjiang crayfish marketing strategy. This article takes Qianjiang crayfish as an example, first analyzes the advantages, disadvantages, opportunities and challenges of developing crayfish industry in Qianjiang City, and draws up a SWOT matrix diagram to provide strategic guidance for it, and then analyzes the marketing status of Qianjiang City crayfish and the problems faced in the marketing process, and then puts forward strategies to improve the development of Qianjiang City crayfish.