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枸杞是西北特色产品之一,也是宁夏独具资源优势、市场优势、文化优势的产业,在消费者心中已有较好的定位,这也是“宁夏红”取得成功的关键因素。但俗话说打江山易、守江山难,这也是摆在所有西北特色资源企业在初步成功后的一个难题,如何巩固已有的市场、如何做大做强?本文从波特和特劳特的“定位论”角度出发,以“宁夏红”为例进行分析,试图找到解决之道。
Wolfberry is one of the characteristic products of the northwest, but also Ningxia unique resource advantages, market advantages and cultural advantages of the industry, consumers have a better positioning in mind, which is “Ningxiahong” the key to success. However, as the saying goes, playing Jiangshan easy, keep Jiangshan difficult, which is placed in all the resources of the Northwest characteristics of the initial success of a problem, how to consolidate the existing market, how to become bigger and stronger? This article from Porter and Trout’s “Positioning theory” point of view, “Ningxia red” as an example for analysis, trying to find a solution.