消费升级与黑龙江省绿色食品企业营销战略转型

随着消费者收入的持续提高,消费升级成为必然趋势。企业需要以终端和渠道导向为主向消费者导向为主的营销思路转变,完成企业营销渠道战略的转型。当前,黑龙江省绿色食品企业营销渠道面临着对消费者多样化需求的满足程度不够、产销脱节、缺乏对整体渠道的控制力等问题。在消费升级形势下,黑龙江省绿色食品企业的营销战略应向产销一体化渠道模式转型。产销一体化渠道模式能够促进企业的发展和农户增收,满足消费者对食品安全的要求和多样化需求。

Consumption Upgrading and Transformation of Marketing Strategy in Green Food Enterprise in Heilongjiang

With the increase of consumers＇ income,consumption upgrading becomes a natural trend.The enterprises need change their marketing strategy from terminal and channel orientation to consumer orientation,and finish the strategic transformation of marketing channels.Now the green food enterprises in Heilongjiang Province can not meet the consumers＇ diversified demand,connect production with sale,and control the overall channels.Hence,their marketing strategy need transform to integration of production and sale.This model will promote development of enterprises and increase of farmer income,and meet consumers＇ need to food security and diversification.