湖北农业科学 ›› 2020, Vol. 59 ›› Issue (9): 197-200.doi: 10.14088/j.cnki.issn0439-8114.2020.09.042

• 经济·管理 • 上一篇    下一篇

商洛市山核桃工艺品营销策略研究

郭萌1, 张帅1, 王怡1,2   

  1. 1.商洛学院经济管理学院,陕西 商洛 726000;
    2.陕西师范大学国际商学院,西安 710119
  • 收稿日期:2020-02-15 发布日期:2020-07-22
  • 作者简介:郭萌(1981-),男,陕西商州人,讲师,硕士,主要从事公共管理与制度创新研究,(电话)15109141518(电子信箱)2654485101@qq.com。
  • 基金资助:
    陕西省社会科学基金项目(2019S040); 陕西省社科界重大理论与现实问题重大研究项目(2019XY014); 国家级大学生创新创业训练计划项目(201911396018X)

Research on marketing strategy of Carya cathayensis Sarg. handicraft in Shangluo city

GUO Meng1, ZHANG Shuai1, WANG Yi1,2   

  1. 1. Faculty of Economics and Management, Shangluo University, Shangluo 726000, Shaanxi, China;
    2. International Business School, Shaanxi Normal University, Xi'an 710119, China;
  • Received:2020-02-15 Published:2020-07-22

摘要: 基于536份问卷调查数据,运用Logistic模型实证分析了大学生消费群体对商洛山核桃工艺品的消费心理,探讨了秦巴山区商洛市山核桃工艺品的市场营销策略。研究表明,消费者的产品认知、品质认知、品牌偏好、猎奇偏好、方式偏好、文化偏好、营销推荐和广告效应等对购买行为具有显著的正向影响;价格偏好对购买行为具有正向影响但不显著;产地认知、体验偏好和亲友推荐对购买行为具有负向影响但不显著。基于此,提出了建立完善的质检体系以保障产品质量、设计兼顾传统与时尚以提升文化内涵、多渠道开展营销宣传以扩大产品影响的建议。

关键词: 山核桃工艺品, Logistic模型, 消费心理, 营销策略, 商洛市

Abstract: Based on the data of 536 questionnaires, the consumer psychology of college students on Shangluo city Carya cathayensis Sarg. handicraft is analyzed and the marketing strategy of Carya cathayensis Sarg. handicraft is discussed. The results show that consumer's product cognition, quality cognition, brand preference, novelty hunting preference, way preference, cultural preference, marketing recommendation and advertising effect have significant positive effects on purchase behavior; the price preference has positive but not significant effects on purchase behavior; the origin cognition, experience preference and family friend recommendation have negative but not significant effects on purchase behavior. Based on this, the suggestions of establishing a perfect quality inspection system to ensure product quality, designing both tradition and fashion to enhance cultural connotation, and carrying out multi-channel marketing publicity to expand product impact are put forward.

Key words: Carya cathayensis Sarg. handicraft, Logistic model, consumer psychology, marketing strategy, Shangluo city

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