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中国农学通报 ›› 2018, Vol. 34 ›› Issue (14): 160-164.doi: 10.11924/j.issn.1000-6850.casb17070019

所属专题: 园艺

• 三农研究 • 上一篇    

基于消费者行为的西瓜市场营销策略研究

赵雪阳,胡宝贵,刘超   

  1. 北京农学院经济管理学院,北京农学院经济管理学院,北京农学院经济管理学院
  • 收稿日期:2017-07-05 修回日期:2018-03-16 接受日期:2018-03-22 出版日期:2018-05-17 发布日期:2018-05-17
  • 通讯作者: 赵雪阳
  • 基金资助:
    北京市农业局团队建设专项(BAIC10- 2018),北京农学院学位与研究生教育改革与发展项目、北京市教委科研计划项目 (SQSM201810020001)。

Marketing Strategy of Watermelon Based on Consumer Behavior

  • Received:2017-07-05 Revised:2018-03-16 Accepted:2018-03-22 Online:2018-05-17 Published:2018-05-17

摘要: 以北京市西瓜消费者为研究对象,从消费者行为的视角,对西瓜消费者的行为偏好和特征进行总结,基于消费者行为制定西瓜市场的营销策略:在产品策略上研发小果型西瓜、注重西瓜的口感和质量;在价格策略上保质低价;在渠道策略上拓展网店微商等网上渠道;在促销策略上开展西瓜展销活动和广告营销,以提高西瓜市场的市场营销水平,促进北京和全国的西瓜的消费市场持续稳步增长。

关键词: 水肥运筹, 水肥运筹, 滴灌, 冬小麦, 土壤肥力, 干物质累积, 产量品质

Abstract: In the product strategy, small fruit watermelon should be developed and the taste and quality of watermelon should be paid attention to. In the price strategy, the quality of watermelon should be guaranteed and the price cost should be reduced as much as possible. In the channel strategy, Internet stores, micro merchants and other online channels should be expanded. In the promotion strategy, more watermelon sales exhibitions and advertising marketing should be carried out. (或)We should develop small fruit watermelon, pay attention to the taste and quality of watermelon, reduce the price as much as possible, expand online channels such as online stores and micro businesses, and carry out more watermelon exhibition and advertising marketing. By adopting these watermelon marketing strategies, we can improve the marketing level of watermelon market, and promote the continuous and steady growth of the consumption market of watermelon in Beijing and the whole country. (或)In order to improve the marketing level of the watermelon market, the consumption market of watermelons in Beijing and China will continue to grow steadily.

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