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随着人们生活需求的不断提高,推进绿色农产品产业化成为了一项重要课题。多年来,延边大米始终陷入“总量少、走不出去”的窘境,针对延边大米的销售现状,本文主要运用SWOT分析工具对其内部资源和外部环境进行分析,并结合4P营销策略对市场定位、品牌建设、渠道建设等方面提出对策建议,旨在促进绿色农产品产业化的发展,实现延边地区经济的快速腾飞。
With the continuous improvement of people’s life needs, promoting the industrialization of green agricultural products has become an important issue. Over the years, Yanbian rice has always been stuck in the dilemma of “less total output, unable to go out.” In view of the present status of Yanbian rice sales, this paper mainly uses SWOT analysis tools to analyze its internal resources and external environment. Combining with 4P marketing strategy Market positioning, brand building, channel construction and other aspects of the proposed countermeasures aimed at promoting the development of industrialization of green agricultural products, to achieve rapid economic growth in Yanbian.