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1、攀枝花早春枇杷营销策略研究攀枝花光照强、温度高、昼夜温差大、年温差小、降南集中等独特的气候条件，孕育了早春枇杷、晩熟芒果、软籽石榴、脐橙等特色水果，其中早春枇杷和晚熟芒果为攀枝花重点打造项目。通过对攀枝花早春枇杷营销策略的研究，提出完善的攀枝花早春枇杷营销模式，达到为解决早春枇杷品牌知名度低、价格上不去、销售面窄、农户收益少等实际问题提供参考价值，为全面推进攀枝花早春枇杷的协调发展提供有益借鉴的H的。本文先从攀枝花早春枇杷产业的发展现状及存在的问题分析入手，然后从内部优势分析、内部劣势分析、外部机会分析、外部威胁分析四方面分
2、析攀枝花早春枇杷的战略环境，再使用STP理论制定攀枝花早春枇杷营销战略，最后部分为攀枝花早春枇杷营销组合策略研究及策略的实施。关键词错季上市，绿色有机，国家农产品地理保护标志，营养实用ABSTRACTWithaseriesofuniqueclimateconditionssuchasthestrongsunshine,thehightemperature，thelargegapoftemperaturebetweendayandnight,butthesmallthatofannualtemperature,andthece
3、ntralizedrainfoll,Panzhihuahasbeenwealthyinmanylocalfruits.forexample,theearlyspringloquat,maturemango,softseedpomegranateandnaveloranges.Especially,theearlyspringloquatandmaturemangohavebeenthekeyagriculturalprojectsofPanzhihua・Accordingtothestudyofmarketingstrate
4、gyoftheearlyspringloquatinpanzhihua,Iputforwardtheperfectmarketingmodeloftheearlyspringloquat,inordertoprovidesomereferencevalueforsolvingthepracticalproblemsexistinginearlyspringloquatmarketing,includingthelowbrandawareness,thelowprice,thenarrowmarketsandthefarmer
5、s1lowprofits,andinordertoprovidesomebeneficialsuggestionsforpromotingthecoordinateddevelopmentoftheearlyspringloquatinPanzhihua・Therefore,thispaperconsistsoffourpartsaboutthisstudy.Itstartswiththepresentdevelopingsituationandtheanalysisofthepracticalproblemsaboutth
6、eearlyspringloquatindustry.BeforeusingtheSTPtheorytoformulatedmarketingstrategiesfortheearlyspringloquat,thesecondstepistoanalyzeitsstrategicenvironmentfromfouraspects——theinternaladvantageanalysis,theinternaldisadvantageanalysis,theexternalopportunityanalysis,andt
7、heexternalthreatanalysis.Finally,itrepresentsthestudyofmarketingmixandstrategiesABSTRACTWithaseriesofuniqueclimateconditionssuchasthestrongsunshine,thehightemperature，thelargegapoftemperaturebetweendayandnight,butthesmallthatofannualtemperature,andthecentralizedrai
8、nfoll,Panzhihuahasbeenwealthyinmanylocalfruits.forexample,theearlyspringloquat,maturemango,softseedpomegranateandnaveloranges.Especially,theearly
