关于洞头县羊栖菜营销的社会实践报告

Social Practice Report on Sargassum Marketing in Dongtou County

羊栖菜隶属褐藻门马尾藻科海洋植物,系北太平洋西部特有的暖温带性海藻,其中以浙江省温州市洞头县分布尤为丰富。通过对羊栖菜研究的相关文献检索,发现目前在学术界的羊栖菜研究多集中于国内研究,且研究的内容多关注于生物化学以及食品加工等领域,从市场营销角度对羊栖菜进行的研究寥寥无几。本项目团队以暑假社会实践为契机,在与当地羊栖菜主管部门实现对接的基础上,运用深入访谈法和问卷调查法,从市场营销角度对羊栖菜产业的发展现状进行了实地调研,从而尝试为2013年洞头县羊栖菜国内市场开发宣传促销资金的使用方向以及促进羊栖菜在国内市场持续健康发展提出几点建议。

The Sargassum is one of Marine plants,belonging to brown algae door sargassaceae,it is unique to the western North Pacific warm temperate algae,which is particularly common in Wenzhou Dongtou county. Through literature retrieval,we find that academic studies mostly focus on the domestic research,and the content of the researches mainly focus on biochemistry,food processing and other fields. Very few study on Sargassum from the angle of marketing research. Based on contacting with the local department in charge of Sargassum,this project does research on the present situation about the industrial development from the angle of marketing,by in- depth interview,questionnaire investigation and field research. This paper tries to give a general idea on the use of 2013 Dongtou county Sargassum domestic marketing promotion fund and makes some suggestions to promote the sustainable and healthy development of the Sargassum in domestic market.