中国菠萝产业市场定位及拓展策略研究

菠萝是中国重要的热带农业经济作物,但近几年来受国际市场冲击严重。整个产业链资源配置并不合理,致使中国菠萝市场定位仍存在严重局限性。销售终端多集中在国内市场的鲜食部分,菠萝初加工处于萌芽发展阶段,精深加工更有待市场验证。从差异化、动态和目标营销角度对中国菠萝产业市场定位进行分析,并提出市场拓展战略。

Market Positioning and Development Strategy of Pineapple Industry in China

Pineapple is an important tropical agricultural economic crop in China, but in recent years, it is seriously affected by the international market. The whole industry chain resource allocation is not reasonable, causing that Chinese pineapple market positioning still has serious limitations. Sales terminal is concentrated more in the fresh part of the pineapple in the domestic market, the primary processing of pineapple is in the stage of embryonic development, and the deep processing of pineapple needs to be verified. This paper analyzes the market positioning of pineapple industry in China from the angle of difference, the dynamic angle and the target marketing, what's more, it puts forward the pineapple market development strategies.