基于服务设计思维的农产品销售策略研究

Marketing Strategy of Agricultural Products Based on Service Design Thinking

目的 对现有农产品销售模式进行研究,根据当地农村现有农产品销售模式及资源,基于服务设计流程与研究方法,为其选择合适的农产品销售模式,制定农产品销售策略,并提出建议。方法 通过服务设计理论中的利益相关者关系图厘清农产品销售过程中各类企业机构所扮演的角色;通过用户旅程图发掘农产品销售过程中的痛点与机会点;通过SWOT分析法对当地农产品销售环境进行分析,寻找当地农产品销售环境中的优势与劣势;通过服务系统图、服务蓝图来展示服务设计介入下农产品销售策略的优化制定。结果 基于服务设计的研究流程,通过四川省龙泉土家族乡大坪村农产品销售的服务设计实践,对大坪村农产品销售现状进行分析,制定出适合大坪村农业经济发展的农产品销售模式优化策略。结论 通过基于服务设计思维的农产品销售模式研究,构建服务设计流程,指导乡村农产品销售策略的制定,有利于解决现有农产品销售模式中销售渠道混乱、农产品销售价格波动较大、农村地区对销售模式发展反应迟钝等问题,引导农民接受新兴销售模式,促进乡村地区农业经济发展,有助于解决“三农”问题,推动乡村振兴战略的实施。

According to the existing agricultural product sales mode and resources in the local rural areas,this paper studies the existing agricultural product sales mode,and puts forward some suggestions for selecting the appropriate ag-ricultural product sales mode and formulating the agricultural product sales strategy based on the service design process and research methods.This paper uses the stakeholder relationship diagram of service design theory to clarify the role of various enterprises in the process of agricultural products sales;uses the user journey diagram to explore the pain and opportunity points in the process of agricultural products sales;uses SWOT analysis method to analyze the local agricul-tural products sales environment to find the advantages and disadvantages in the local agricultural products sales envi-ronment;uses the service system diagram and its blueprint to show the optimization of agricultural products marketing strategy with the intervention of service design.Furthermore,based on the research process of service design,through the service design practice of agricultural product sales in Daping village,Tujia Township,Longquan,Sichuan Province,the optimization strategy of agricultural product sales mode suitable for the agricultural economic development of Daping village was formulated,and the development direction of agricultural product sales mode was proposed.Through the re-search of agricultural products sales mode based on service design thinking,the service design process is constructed to guide the formulation of rural agricultural products sales strategy,solve the problems of existing agricultural products sales mode,such as chaotic sales channels,large fluctuation of agricultural products sales price,slow response to the de-velopment of sales mode in rural areas and so on.More importantly,the research can guide farmers to accept new sales mode,promote the development of agricultural economy in rural areas,which is helpful to solve the"three rural"prob-lems(issues relating to agriculture,rural areas,and rural people)and promote the implementation of rural revitalization strategy.