| 茶油目标市场策略初探 |
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| 引用本文： | 岳臻,罗攀柱,汪文涛. 茶油目标市场策略初探[J]. 林业经济, 2011, 0(6) |
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| 作者姓名： | 岳臻 罗攀柱 汪文涛 |
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| 作者单位： | 中南林业科技大学;湖南黄丰桥林场; |
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| 基金项目： | 2010年湖南省教育厅重点研究项目(10A134); 中南林业科技大学研究生科技创新基金资助项目(2009SX13)资助 |
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| 摘 要： | 概述了茶油的特性及油茶产业发展情况,通过对居民日常食用植物油分布状况、目前市场上食用植物油的销售价格情况及竞争产品的分析,探讨了茶油的目标市场、市场定位及营销策略,提出要依据茶油特性以及现阶段我国食用植物油市场实际情况,开发茶油高档产品,创造知名茶油品牌,选择城市中高收入家庭作为目前茶油目标市场的营销策略。
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| 关 键 词： | 茶油特性 茶油价格 目标市场 营销策略 |
Targeting Strategy of Oil-tea Products |
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| Yue Zhen Luo Panzhu Wang Wentao. Targeting Strategy of Oil-tea Products[J]. Forestry Economics, 2011, 0(6) |
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| Authors: | Yue Zhen Luo Panzhu Wang Wentao |
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| Affiliation: | Yue Zhen1 Luo Panzhu1 Wang Wentao2(1 Central South University of Forestry & Technology,Changsha 410004,2 Huangfengqiao Forest Farm of Hunan Province,Youxian 412300) |
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| Abstract: | By summarizing the characteristics of tea-seed oil products and the development situation of oil-tea industry,as well as the consumption situation of vegetable oil and the pricing strategies of the competitive products,the paper discussed the targeting and positioning strategy of oil-tea products.According to these characteristics,we suggested to develop high-end oil-tea products and establish famous brand image to serve for the high income families in cities. |
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| Keywords: | oil-tea characteristics price of oil-tea targeting strategy marketing strategy |
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