基于4P理论的贺州黄姚豆豉营销策略研究

Research on the Marketing Strategy of Hezhou Huangyao Douchi Based on 4P Theory

黄姚豆豉选取了黄姚镇地区特有的黑豆以及仙井泉水作为原材料,采取当地独特的传统加工工艺精制而成,是一种上佳作料,是广西壮族自治区昭平县特产。2008年,黄姚豆豉加工技艺经广西壮族自治区人民政府同意,入选第二批自治区级非物质文化遗产名录;2012年11月22日,原国家质检总局批准对“黄姚豆豉”实施地理标志产品保护,为中国国家地理标志产品。为做好其产品营销,传承非遗文化,本文基于黄姚豆豉的产品特点、发展现状,进行相关行业的营销环境分析,探讨黄姚豆豉的营销现状及存在问题,并基于4P营销理论进行黄姚豆豉产品营销策略创新,以促进饮食类非遗特色食品黄姚豆豉的发展。

Huangyao Douchi is elaborated by selecting the unique black beans and Xianjin spring water in Huangyao Town area as raw materials and adopting the ancient and unique handicraft of the indigenous people. It is a kind of bestquality ingredients and is a specialty of Zhaoping County in Guangxi Zhuang Autonomous Region. In 2008, the processing techniques of Huangyao Douchi was selected into the second batch of intangible cultural heritage list at autonomous region level by the People’s government of Guangxi Zhuang Autonomous Region;On November 22, 2012, the former General Administration of Quality Supervision, Inspection and Quarantine approved the implementation of geographical indication product protection for "Huangyao Douchi", identifying it as China’s national geographical indication product. In order to complete its product marketing and inherit the intangible cultural heritage, this paper analyzes the marketing environment of the related industries based on the product characteristics and development status of Huangyao Douchi, discusses it marketing status and existing problems, and innovates its marketing strategy based on the marketing theory of 4Ps to promote the development of Huangyao Douchi, one of the specialty food in the intangible cultural heritage list.