江苏兴化大闸蟹市场营销研究

Marketing Research on Hairy Crabs in Xinghua, Jiangsu

摘要: 随着乡村振兴战略的深入实施，农文旅融合的深入开展，兴化市将兴化大闸蟹这一特殊农产品的营销推广融入旅游项目中，取得了一定的成果，但品牌知名度和销量依然有待提升。为此本文运用SWOT分析法从优势、劣势、机会、威胁四个方面研究兴化大闸蟹的市场营销，发现兴化大闸蟹市场营销线下销售渠道畅通、品牌具有一定影响力、行业协会规范品牌建设、处于销售渠道创新发展和农文旅深度融合发展的机遇期，但仍存在缺乏电商销售人才、品牌定位模糊、品牌宣传力度不足、农旅融合深度不足等劣势，以及电商平台竞争激烈、知名品牌挤压市场等不利条件。基于此本文提出了定期组织电商销售、销售资源向线上倾斜，锚定大众市场、突出品牌优势，综合运用电商平台加大宣传力度，挖掘文化价值、促进农文旅深度融合等改进建议。

Abstract: With the deep implementation of the rural revitalization strategy and the intensive development of the integration of agriculture, culture, and tourism, Xinghua City has incorporated the marketing and promotion of Xinghua hairy crabs, a special agricultural product, into tourism projects, achieving certain results. However, the brand’s awareness and sales volume still need to be improved. To this end, this paper uses SWOT analysis to study the marketing of Xinghua hairy crabs from four aspects: strengths, weaknesses, opportunities, and threats. It finds that the offline sales channels of Xinghua hairy crabs are smooth, the brand has a certain influence, industry associations standardize brand building, and there are opportunities for the innovative development of sales channels and in-depth integration of agriculture, culture, and tourism. However, there are still weaknesses such as a lack of e-commerce sales talent, unclear brand positioning, insufficient brand promotion, and inadequate depth of agricultural-tourism integration, as well as unfavorable conditions such as fierce competition on e-commerce platforms and market pressure from well-known brands. Based on this, the paper proposes recommendations including regularly organizing e-commerce sales, shifting sales resources online, targeting the mass market, highlighting brand advantages, intensifying promotion through e-commerce platforms, exploring cultural value, and promoting in-depth integration of agriculture, culture, and tourism.