浅析昭通天麻产品营销策略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ZhaotongshallowofgastrodiaelataproductmarketingstrategyABSTRACTAnyindustryintoday'ssocietytorealizethesustainabledevelopmentofthegood,keepstrongvitality,createtheirownbrandisariteofpassage.Inthisdayandage,gastrodiaelataindustryinChinaisfacingfiercecompetition,consumerstobuyorientationofbrandproductsisbecomingmoreandmoreobvious.Sonowgastrodiaelatarelatedtoenterprise'sdevelopmentnotonlyonthequantity,qualitycompetition,brandcompetition.Butzhuhaiindividualenterprisestocreatefamousbrandisdifficultintheshortterm,buttheareaisalargenumberofindustrycluster,andbegantotryoftheconstructionoftheregionalbrand,withindustrygroupstogethertocreatearegionalbrand,maketheenterpriserealizeontotheroadofbrand.Zhaotonggastrodiaelataindustryisastepbystepperfectindustrycluster,butintermsofcurrentstatusandthescaleofproductionofthesingleenterprise,tobuildanindependentbrand,andformalargersocialmarketinfluence,theprobabilityofsuccessissmall.Zhaotongislocatedinthenortheastofyunnan,superiornaturalconditions,issuitablefortheplanting,rhizomagastrodiaeisimportantgastrodiaelataplantingareainyunnanprovince.Withthedevelopmentofsocialeconomy,asageographicalindicationproductofzhaotonggastrodiaelatawasgraduallydeveloped,butatthesametimetherealsoexistfuzzy,saleschannels,productpositioning,brandpublicityisnotenough,ignoretheproblemsuchasproductpackaging,inmarketingandseriouslyhinderedthedevelopmentofzhaotonggastrodiaelataindustryprocess.Inthefiercemarketcompetition,zhaotonggastrodiaelatatosteadyandstandout,itisnecessarytokeepupwithmarketchanges,brandmanagement,andtakethemarketastheguidance,todevelopdiversifiedmarketingmode,expandingzhaotonggastrodiaelatabrandeffect.Atfirst,thispaperanalyzedcurrentsituationandproblemsofzhaotonggastrodiaelataproductmarketing,clearzhaotongmarketingstatusquoofrhizomagastrodiaeandproductmarketpositioningfuzzyimperfect,saleschannels,brandpublicityaftersuchproblemsasnotenough,andcombinedwithzhaotongmarketingenvironmentconditionofgastrodiaelata,respectivelyfromzhaotonggastrodiaelataaspects...
