湖北农业科学 ›› 2019, Vol. 58 ›› Issue (3): 121-124.doi: 10.14088/j.cnki.issn0439-8114.2019.03.031

• 农业经济 • 上一篇    下一篇

基于4P营销视角的陕西特色农产品现状分析与对策研究

党养性, 王晓地   

  1. 杨凌职业技术学院经济与贸易分院,陕西 杨凌 712100
  • 收稿日期:2018-09-15 出版日期:2019-02-10 发布日期:2019-11-29
  • 作者简介:党养性(1982-),男,陕西合阳人,副教授,硕士,主要从事农业经济管理和连锁经营管理专业教育教学,(电话)13759966262 (电子信箱)dangyangxing369@163.com。
  • 基金资助:
    陕西省教育厅2016年科研专项计划项目(16JK187)

Present Situation and Countermeasures Analysis of Special Agricultural Products in Shaanxi:Based on 4P Marketing Strategies

DANG Yang-xing, WANG Xiao-di   

  1. Economics and Trade Department,Yangling Vocational and Technical College,Yangling 712100,Shaanxi,China
  • Received:2018-09-15 Online:2019-02-10 Published:2019-11-29

摘要: 特色农产品具有鲜明的区域特征与竞争优势,是实现农业产业兴旺发展和乡村振兴战略的重要组成部分。基于4P营销视角分析了陕西特色农产品发展现状,提出了营销策略优化发展的对策建议,以期进一步提高陕西特色农产品营销水准,推动区域农业发展和农民致富奔小康。

关键词: 4P营销, 特色农产品, 现状, 对策

Abstract: Characteristic agricultural products have distinct regional characteristics and competitive advantages, and is an important part of the strategy to realize the prosperous development of agricultural industry and rural revitalization. Based on the 4P marketing perspective,the current situation of the development of Shaanxi characteristic agricultural products was analysed, and some countermeasures and suggestions were put forward to improve the marketing level of special agricultural products in Shaanxi, promote the regional agricultural upgrading and increase farmers 'income.

Key words: 4P marketing strategies, special agricultural products, present situation, countermeasures

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