本科论文摘 要菏泽虽有“牡丹之乡”的美誉，但是菏泽牡丹并没有成规模的进行推广，并未对牡丹产业有着很好的营销，菏泽牡丹产业并没有产业化形成，未形成牡丹经济效益，没有充分利用“牡丹之乡”这一品牌优势。本文采取访谈法、文献查阅法来了解菏泽牡丹现阶段发展状况，花农的经济效益以及近年来学者对于菏泽牡丹品牌营销的高见，来分析目前菏泽牡丹产业品牌出现的问题。针对现阶段菏泽牡丹种植并没有形成集约化，对牡丹产品并未深加工，科学技术水平低，龙头企业带领力度不够，牡丹产 品较为单一，牡丹产品附加值不高，景区内卫生环境差，设施较为杂乱，品种单一，对于牡丹文化的挖掘不够等等问题。通过研究和分析我们得出政府部门应该改善景区内的环境设施，利用科学技术研发多样品种，探索菏泽牡丹文化的历史，提升牡丹产业经济。菏泽市政府建立规范的牡丹市场制度，加大科学力度，提升牡丹产品附加值，进行对菏泽牡丹产业品牌进行宣传，政府部门加大对牡丹产业的扶持力度，实行品牌战略化，提高菏泽牡丹品牌知名度，加快对菏泽牡丹品牌营销，提高花农经济效益，促进菏泽牡丹品牌的经济效益快速提高。 关键词：经济效益，产业化，集约化，品牌营销本科论文AbstractAlthough Heze has the reputation of "hometown of peonies", Heze peonies have not been promoted on a large scale, and the peony industry has not been well marketed. Heze peony industry has not formed industrialization, and has not formed peony economic benefits. It does not make full use of the brand advantage of "hometown of Peony".This paper adopts the methods of interview and literature review to understand the current development of Heze peony, the economic benefits of flower farmers and the opinions of scholars on Heze peony brand marketing in recent years, to analyze the current problems of Heze peony industry brand. In view of the fact that the planting of peony in Heze is not intensive at the present stage, the peony products are not deeply processed, the level of science and technology is low, the leading enterprises are not strong enough,...
