【摘要】：安徽省當(dāng)涂縣河蟹生產(chǎn)全國(guó)聞名,其產(chǎn)的大閘蟹被譽(yù)為中華"三只蟹"之一,當(dāng)涂也被譽(yù)為"中國(guó)生態(tài)養(yǎng)蟹第一縣"。隨著經(jīng)濟(jì)水平提高,河蟹越來(lái)越多走向普通居民餐桌。但當(dāng)今河蟹競(jìng)爭(zhēng)日趨激烈,各大品牌河蟹紛紛涌向市場(chǎng),營(yíng)銷對(duì)于開(kāi)拓河蟹市場(chǎng)就顯得格外有意義。通過(guò)分析河蟹消費(fèi)者市場(chǎng)和河蟹主要消費(fèi)群體,在此基礎(chǔ)上用SWOT模型分析了安徽當(dāng)涂縣河蟹特征,進(jìn)而根據(jù)當(dāng)涂河蟹面臨的形勢(shì),提出了當(dāng)涂河蟹市場(chǎng)營(yíng)銷策略:立足本地產(chǎn)品質(zhì)量?jī)?yōu)勢(shì)和地理標(biāo)志等品牌優(yōu)勢(shì),定位中高端市場(chǎng),加強(qiáng)產(chǎn)品策略、定價(jià)策略、渠道策略、促銷策略、人員策略、有形展示策略與過(guò)程策略研究。
[Abstract]:Dangtu County of Anhui Province is famous for its production of crabs all over the country. Its hairy crabs are known as one of the "three crabs" in China, and Dangtu County is also known as "the first county of China's ecological breeding of crabs". With the improvement of economic level, more and more crab towards the table of ordinary residents. But nowadays, the competition of river crab is becoming more and more fierce, and all kinds of Chinese crabs are flocking to the market, so marketing is of particular significance to the development of river crab market. Based on the analysis of the market of river crabs and the main consumer groups of river crabs, the characteristics of river crabs in Dangtu County, Anhui Province are analyzed by using SWOT model, and then according to the situation of river crabs in Dangtu County, Anhui Province. The marketing strategy of Dangtu River Crab is put forward, which is based on the advantages of local product quality and geographical indication, positioning middle and high-end market, strengthening product strategy, pricing strategy, channel strategy, promotion strategy, personnel strategy, etc. Research on physical display Strategy and process Strategy.
【作者單位】： 南京農(nóng)業(yè)大學(xué)經(jīng)濟(jì)管理學(xué)院;浙江海洋學(xué)院經(jīng)濟(jì)管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金項(xiàng)目(71273137) 江蘇省教育廳青藍(lán)工程
【分類號(hào)】：F323.7

【共引文獻(xiàn)】

相關(guān)期刊論文 前10條

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本文編號(hào)：2304007