浅析昭通天麻产品营销策略

浅析昭通天麻产品营销策略(论文12000字)
摘    要
    任何产业要在当今社会实现良好可持续发展,保持强大的生命力,创建自己的品牌是一条必经之路。在现今这个时代,我国天麻行业面临着激烈的竞争,消费者对品牌产品的购买倾向性也越来越明显。所以如今的天麻相关企业的发展不仅只是在数量、质量上的竞争,更是品牌上的竞争。但我市单个企业在短期内创造知名品牌是相当困难的,但区域内有大量的产业集群地,并且也开始了区域品牌建设的尝试,以产业群体的合力来打造一个区域品牌,使企业实现走上品牌之路。昭通天麻产业正是一个逐步完善的产业集群,但就目前单个企业的生产现状和规模而言,要打造一个独立的品牌,并形成较大的社会市场影响力,成功的概率是很小的。
昭通地处云南东北部，具有优越的自然条件，适合天麻的种植，是云南省重要的天麻种植区域。随着社会经济的发展，作为地理标志产品的昭通天麻便逐渐发展起来，但同时也存在产品定位模糊、销售渠道不健全、品牌宣传力度不够，营销中忽视产品包装等问题，并严重阻碍了昭通天麻产业的发展进程。在激烈的市场竞争中，昭通天麻要想稳步向前并且脱颖而出，就必须紧跟市场变化，实行品牌化经营，并以市场为导向，开展多样化营销模式,不断扩大昭通天麻的品牌效应。
本文首先对昭通天麻产品营销现状及问题进行分析，清晰了昭通天麻的营销现状以及产品市场定位模糊、销售渠道不健全、品牌宣传力度不够等问题后，并结合昭通天麻的营销环境状况，分别从昭通天麻产品、价格、渠道、促销等角度提出相应的策略，希望能为昭通天麻的健康发展提供一定的参考和指导。

关键词： 营销策略，昭通天麻，竞争力，产业，健康发展

Zhaotong shallow of gastrodia elata product marketing strategy
ABSTRACT
Any industry in today's society to realize the sustainable development of the good, keep strong vitality, create their own brand is a rite of passage. In this day and age, gastrodia elata industry in China is facing fierce competition, consumers to buy orientation of brand products is becoming more and more obvious. So now gastrodia elata related to enterprise's development not only on the quantity, quality competition, brand competition. But zhuhai individual enterprises to create famous brand is difficult in the short term, but the area is a large number of industry cluster, and began to try of the construction of the regional brand, with industry groups together to create a regional brand, make the enterprise realize onto the road of brand. Zhaotong gastrodia elata industry is a step by step perfect industry cluster, but in terms of current status and the scale of production of the single enterprise, to build an independent brand, and form a larger social market influence, the probability of success is small.
Zhaotong is located in the northeast of yunnan, superior natural conditions, is suitable for the planting, rhizoma gastrodiae is important gastrodia elata planting area in yunnan province. With the development of social economy, as a geographical indication product of zhaotong gastrodia elata was gradually developed, but at the same time there also exist fuzzy, sales channels, product positioning, brand publicity is not enough, ignore the problem such as product packaging, in marketing and seriously hindered the development of zhaotong gastrodia elata industry process. In the fierce market competition, zhaotong gastrodia elata to steady and stand out, it is necessary to keep up with market changes, brand management, and take the market as the guidance, to develop diversified marketing mode, expanding zhaotong gastrodia elata brand effect.
At first, this paper analyzed current situation and problems of zhaotong gastrodia elata product marketing, clear zhaotong marketing status quo of rhizoma gastrodiae and product market positioning fuzzy imperfect, sales channels, brand publicity after such problems as not enough, and combined with zhaotong marketing environment condition of gastrodia elata, respectively from zhaotong gastrodia elata aspects such as product, price, channel, promotion, put forward the corresponding strategy, hope to provide some reference for the healthy development of zhaotong gastrodia elata and guidance.

KEYWORDS：marketing strategy, zhaotong gastrodia elata, competitiveness, industry, and healthy development

目    录
引言    1
1 昭通天麻产品营销的现状及问题    2
1.1 昭通天麻产品营销的现状    2
1.1.1 招商代理    2
1.1.2 实体店与网店相结合    2
1.1.3 种植户直接销售    3
1.2 昭通天麻产品营销中存在的问题    3
1.2.1 产品市场定位模糊    3
1.2.2 市场营销中忽视产品包装    3
1.2.3 销售渠道不健全    4
1.2.4 品牌宣传力度不够    4
1.2.5 销售环节定价太高    4
2 昭通天麻产品营销环境分析    6
2.1 昭通天麻产品营销宏观环境分析    6
2.1.1 政治和法律环境    6
2.1.2 经济环境    6
2.1.3 自然环境    7
2.1.4 人口环境    7
2.2 昭通天麻产品营销产业环境分析    8
2.2.1 行业内的竞争对手    8
2.2.2 供应商的议价能力分析    8
2.2.3 替代品分析    9
2.2.4 潜在的进入者    9
2.2.5 分销商议价能力分析    9
3 昭通天麻产品营销策略    10
3.1 产品策略    10
3.1.1 使用地理保护标志，实施品牌经营    10
3.1.2 准确定位产品，规范产品包装    10
3.2 价格策略    11
3.2.1 以市场需求为导向，对产品进行合理定价    11
3.2.2 利用地理标志优势，提高产品价格竞争力    11
3.3 渠道策略    12
3.3.1 建立昭通天麻垂直渠道网络    12
3.3.2 开拓昭通天麻水平渠道系统    12
3.3.3 基于互联网的昭通天麻分销渠道    12
3.4 促销策略    13
3.4.1 加大昭通天麻的宣传力度    13
3.4.2 丰富昭通天麻营业推广方式    13
3.4.3 加强公共关系促销    13
参考文献    14
后    记    16