丽江土特产云品农场营销渠道研究摘要随着我国市场经济的不断发展，我国居民的生活水平普遍性的得到了提高，丽江旅游产业得到了很好的发展，而随着旅游产业的发展丽江土特产云品农场也迎来了一定的发展机遇，但相对于丽江旅游目的地的高知名度，旅游土特产的市场开拓和渠道建设仍处于相对落后的状态。基于此，本文选取云品农场为研究对象对丽江土特产的营销渠道进行了深入的研究，在此基础上，发现了云品农场存在着缺乏独特的渠道策略、电商渠道合作单一等问题。并且针对性的提出加强对渠道的有效控制、进驻第三方电子商务平台，开展网络营销、利用代理商吸引消费者，加强品牌传播、完备信息共享机制四点对策，希望能够促进丽江土特产产业的发展。关键词：丽江土特产；云品农场；营销渠道 AbstractWith the continuous development of China's market economy, the universality of the living standards of Chinese residents has been improved, and Lijiang tourism industry has been well developed. With the development of tourism industry, Lijiang local specialty yunpin farm has also ushered in certain development opportunities. However, compared with the high popularity of Lijiang tourism destination, the market development and channel construction of tourism local specialty are still in a relative position A state of backwardness. Based on this, this paper selects yunpin farm as the research object to conduct an in-depth study on the marketing channels of Lijiang local specialties. On this basis, it finds that yunpin farm is lack of unique channel strategies and single e-commerce channel cooperation. Finally, it puts forward four countermeasures: strengthening effective control of channels, entering the third-party e-commerce platform, carrying out network marketing, using agents to attract consumers, strengthening brand communication and completing information sharing mechanism, hoping to promote the development of local specialty industry in Lijiang.Key words:Lijiang...
