浅析吴起县土豆的营销策略
摘要：我国是土豆生产大国，土豆也有极大的发展潜力。我国虽然有土豆的国家标准和行业标准，通过严格执行国家和行业的，取得了一些令人满意的成绩，但与欧洲相比还有着很大的差距。所以加强我国土豆产品的市场营销，对于拉动土豆的市场需求，发挥市场机制的作用都具有重要的意义。本文以吴起县土豆的营销现状为例，从市场营销策略创新为起点对现阶段市场营销方式进行研究，然后通过查找资料寻找吴起县土豆在质量、价格、销售渠道以及供应四大方面存在的不足，最后对发现的问题提出改进措施，使得吴起县以及全国的土豆市场营销状况都有较大的提高。
关键词：土豆 市场 营销
Analysis of Wu Qi county potato marketing strategy
Abstract: China is a big country of production of potatoes, potatoes also has great potential for development. Although our country has potato national standards and industry standards, through the strict implementation of national and industry, gained some satisfactory result, but compared with Europe have a large gap between the. So the strengthening of our country potato product marketing, to pull the potato market demand, produce the effect of market mechanism has important significance. According to the Wu Qi county potato marketing present situation as an example, from the marketing strategy innovation as the starting point to the present stage of marketing methods, and then find the information by looking for Wu Qi county potato in quality, price, sales channels and supply four respects the inadequacy of existence, finally to discover problems puts forward the improvement measures, making Wu Qi county and the potato marketing situation has greatly improved.
Key words: potato marketing
目 录
一、绪论………………………………………………………………………………………………………… 5
（一）研究背景及意义……………………………………………………………………………. 5
（二）研究内容………………………………………………………………………………………. 5
二、市场营销理论………………………………………………………………………………………….. 6
（一）满足市场需求与 4P 营销理论……………………………………………………… 6
（二）注重消费者意愿与“4C”营销理论………………………………………………. 6
（三）建立顾客忠诚度与“4R”营销理论…………………………………………………… 7
（四）三种营销理论的比较…………………………………………………………………….. 7
三、吴起县土豆市场现状及存在的问题………………………………………………………….. 8
（一）产品质量问题……………………………………………………………………………….. 8
1.种子质量问题………………………………………………………………………………… 8
2.品种问题……………………………………………………………………………………….. 9
3.土豆生产没有形成标准化体系……………………………………………………….. 9
4.收获机具可靠性差…………………………………………………………………………. 9
（二）价格问题…………………………………………………………………………………….. 10
（三）销售渠道问题……………………………………………………………………………… 10
1.市场体系不健全…………………………………………………………………………… 10
2.风险高…………………………………………………………………………………………. 11
（四）产品供应问题……………………………………………………………………………… 11
1.土豆供应链参与主体组织化程度不高…………………………………………… 11
2.土豆供应链各主体之间信息流通不畅…………………………………………… 11
3.农产品物流系统基础建设滞后……………………………………………………… 12
四、分析吴起县土豆市场的存在问题而提出的对策………………………………………. 12
（一）产品问题的对策………………………………………………………………………….. 12
1.解决好良种问题…………………………………………………………………………… 12
2．重视贮藏问题……………………………………………………………………………. 13
（二）价格问题的对策………………………………………………………………………….. 13
（三）销售渠道问题的对策…………………………………………………………………… 14
1.加强对土豆市场的研究………………………………………………………………… 14
2.抓好品牌营销………………………………………………………………………………. 14
3.发展好加工业………………………………………………………………………………. 14
（四）供应链问题的对策………………………………………………………………………. 15
1.建立长期稳定的合作关系…………………………………………………………….. 15
2.完善农产品供应链……………………………………………………………………….. 15
3.加强土豆物流信息平台建设…………………………………………………………. 15
4.扶持龙头企业，建立土豆市场网络………………………………………………. 15
结语……………………………………………………………………………………………………………… 16
参考文献………………………………………………………………………………………………………. 16
