沧州金丝小枣市场浅析及发展对策.pdfVIP

第23卷 第2期 河 北 林 果 研 究 V01．23 No．2 2 0 0 8年6月 HEBEI JOI瓜NAI OF FORF_SrRY AND ORCHARD RESFARCH JUn．2008 文章编号：1007-4961(2oo8)o2．0206-05 沧州金丝小枣市场浅析及发展对策 张殿生 (河北农业大学园艺学院，河北保定 o7l0o1) 摘要：供大于求、产品本身质量下降及市场竞争激烈等是决定沧州金丝小枣价格较低的主要因素。通过沧州 金丝小枣产品分析，发现其核心功能在弱化，形式产品有所提高，附加产品急需加强；通过本行业竞争力分析， 发现沧州金丝小枣产品竞争优势并不明显。提出了沧州金丝小枣发展对策：政府应明确职责，重点应放在协 调企业与公众关系和对果农和企业的减负、免税等产业政策制定上；营销企业应注重：建立金丝小枣基地，稳 定和控制产品质量；拓展市场营销范围，扩大消费群体，提高市场占有率；增强 “品牌”意识，增加促销投人；完 善销售渠道，建立灵活的定价体系。 关键词：金丝小枣；市场；发展对策 中图分类号： 文献标识码：A Marketing analysis and developmental strategies for Jinsixiaozao jujube in Cangzhou，China ZHANG Dian-sheng (College ofHorticulture，Agricultural University ofHebei，Baoding 071000，Ch／na) A 由 t：Oversupply，degraded quality and sharp competition are found as the major callses of the low marketing pdce of Jinsixiaozao jujube from Cangzhou，China．Analysis of the Jinsixiaozao jujube—originated products shows that the jujube’s corefunctions areweakening，itsformal products aIeimproving，andits affdiated productsneedto be strengthened．G 一 tition analysis ofjujubeindustry revealsthat Callgzhou Jimixiaozaojujubeis nolonger competitive Oilthemarket．A~ntins— ly．the related developmental countermeasures for the industry in Cangzhou aIe put forward．Local government should pro— vide~lners and enterprises preferential policies，and coordinate the relationship between enterprises and the community． Marketing enterprises need to help the farmers establish jujube production bases to stabilize its quality，then to widen its marketing，enlarge consul／lers，and finally improve its market share．Strengthening brand conscious