| 基于4Ps理论的山东省蔬菜产业发展模式研究 |
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| 引用本文： | 刘广生,陈强,韩书爱,姜娟娟.基于4Ps理论的山东省蔬菜产业发展模式研究[J].河南科学,2014(6):1125-1129. |
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| 作者姓名： | 刘广生 陈强 韩书爱 姜娟娟 |
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| 作者单位： | [1]中国石油大学（华东）经济管理学院,山东青岛266580 [2]海洋石油工程（青岛）有限公司设计部,山东青岛266520 |
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| 基金项目： | 中央高校基本科研业务费专项资金资助项目（13CX06022B） |
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| 摘 要： | 通过对寿光、烟台、莱西、菏泽等几大主要蔬菜基地进行实地调研,发现山东省蔬菜产业发展存在产业链狭窄、缺乏品牌和特色、蔬菜价格波动较大、农户没有定价权、促销力度不够、客户转换频繁、供销规模不稳定、没有形成链式服务等突出问题,并借鉴营销4Ps理论对该省蔬菜产业发展模式进行了构思.该模式从产品、定价、渠道、促销等方面对提升蔬菜产业竞争力、促进该省蔬菜产业健康发展进行了系统的探讨.
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| 关 键 词： | 山东省 蔬菜产业 发展模式 4Ps理论 |
Development Mode of Vegetables Industry for Shandong Province Based on 4Ps Theory |
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| Liu Guangsheng,Chen Qiang,Han Shuai,Jiang Juanjuan.Development Mode of Vegetables Industry for Shandong Province Based on 4Ps Theory[J].Henan Science,2014(6):1125-1129. |
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| Authors: | Liu Guangsheng Chen Qiang Han Shuai Jiang Juanjuan |
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| Institution: | 1. School of Economic and Management, China University of Petroleum, Qingdao 266580, Shangdong China 2. Offshore Oil Engineering (Qingdao) Co. Ltd., Design Department, Qingdao 266520, Shangdong China) |
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| Abstract: | Through field research in Shouguang,Yantai,Laixi Heze and other several major vegetable bass in Shandong,we identified the problems in the province’s industrial development,such as vegetable industry chain stenosis,lack of brand and features,vegetable prices volatile,farmers with out pricing right,inadequate promotion, customer conversion frequently,scale supply instability and no chain services. By drawing 4Ps of marketing theory, we conceived the province’s vegetable industry development mode. The mode was discussed from the enhancement of vegetable industry competitiveness and the healthy development of the province’s vegetable industry systematically. |
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| Keywords: | Shandong Province vegetables industry development mode 4Ps theory |
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