乡村振兴背景下寿光蔬菜产业市场营销策略分析

Analysis of Marketing Strategies of Shouguang Vegetable Industry in the Context of Rural Revitalisation

山东省寿光市是我国著名的蔬菜之乡,也是我国重要的蔬菜生产基地,所产蔬菜绿色生态、种类丰富、品质优良、产量巨大。近年来,寿光坚持以中央新发展理念为指导,认真实施乡村振兴战略,大力推进农业农村现代化建设,提高农业综合生产能力,积极发展蔬菜生产及其相关产业,为保障国家粮食安全和重要农产品有效供给做出了重要的贡献。寿光温室蔬菜主要营销渠道为专业市场,但是,寿光蔬菜在销售过程中仍然存在供应链管理水平低、市场信息引导不足,生产与市场脱节、整体科学技术水平落后、销售渠道相对狭窄等问题。基于目前存在的问题,提出相应的对策,使得寿光市的蔬菜产业实现高质量、可持续发展,实现本地区的乡村振兴。

Shouguang City, Shandong Province, is the famous hometown of vegetables in China and an important vegetable production base in China, producing vegetables that are green and ecological, rich in variety, have excellent quality and huge production. In recent years, Shouguang adheres to the new development concept of the central government as a guide, earnestly implements the strategy of rural revitalisation, vigorously promotes the modernization of agriculture and rural areas, improves the comprehensive production capacity of agriculture, actively develops vegetable production and its industry, and makes an important contribution to guaranteeing national food security and the effective supply of important agricultural products. The main marketing channel for greenhouse vegetables in Shouguang is the professional market;however, Shouguang vegetable industry still exists problems in the sales process, such as low supply chain management, insufficient market information guidance, disconnection between production and market, backwardness of the overall level of science and technology, and relatively narrow sales channels. Based on the existing problems, corresponding countermeasures are proposed to make the vegetable industry in Shouguang City achieve high-quality and sustainable development and realize the rural revitalisation of the region.