"Selection" of marketing strategies for aquatic products
With the continuous improvement of the marketization of aquatic products in China, it is gradually facing two major international and domestic market opportunities and two major market challenges. Below I have compiled some marketing strategies for aquatic products for you, hoping to help you!
1. Grasp the future market demand in time
First, it is green and healthy. The future marketing of aquatic products should be green and healthy, and the products should be environment-friendly and beneficial to the long-term health of human beings. Aquaculture enterprises or operators should establish their own quality assurance system in accordance with the relevant standards stipulated by the state, gradually expand the scope of quality certification to the fields of aquaculture and production of feed and fishery medicine, focus on international quality certification such as HACCP and ISO9111, green food certification and environmental protection certification, effectively strengthen quality control in all aspects of fishery production, processing and export, and implement healthy aquaculture.
the second is individuality and autonomy. Aquaculture enterprises can provide consumers with personalized products and services through various advanced R&D and aquaculture technologies. Personalized consumption characteristics promote the deepening of aquatic product market segmentation. In the future, there may be no large-scale market segmentation, and more market forms are niche cracked aquatic product market segments with different attitudes, which not only provides numerous market opportunities for aquaculture enterprises, but also challenges enterprises to realize large-scale operation on the basis of meeting the needs of niche markets.
the third is globalization. The competitive characteristics of the future market are mainly reflected in the globalization of competition and the organic combination of competition and cooperation, which requires aquatic enterprises to change their original operation mode limited to one country or a certain region and become global enterprises, so as to enjoy the benefits of market expansion brought by globalization and build the global competitive advantage of aquatic enterprises on the basis of making full use of the comparative advantages of various countries.
2. Implement differentiated marketing strategy
There are many products on the market, so we should find out the differences between our own products and popular products and position them. Differences are advantages and selling points. ? People don't have me, people have me, many people are superior to me, and people are superior to me. , or? Bigger specifications? ; Or? Tastes better? ; Or? Better quality? . For the common varieties, they can be raised to super-large specifications, such as the super-large sturgeon with a weight of more than 5 kg, and the price and sales volume are considerable. Another example is that the price of soft-shelled turtles cultured in imitation of wild environment is more than half that of ordinary domestic soft-shelled turtles. Or, introduce aquatic products with different varieties and grades in different regions. You like fish without muscle spurs, and I can sell tilapia, fish, etc. If you like fresh aquatic products, I'll sell them to you. At the same time, there are differences in the same kind of products in different countries or regions, so I adopt multi-variety marketing, such as shrimp marketing, which can sell Penaeus vannamei with low price and good quality, as well as grass shrimp with larger specifications, tail shrimp with better taste and Macrobrachium rosenbergii with better quality.
3. Carrying out random flexible listing marketing strategy
can change the habit of listing in the past single season and adopt a flexible business model of round-robin and random listing. April to July is the off-season, so large-scale fish species can be stocked in advance and listed in this off-season; If you can't afford to sell at a high price, you can engage in fishing and develop leisure fisheries; Make full use of the water surface, realize the balanced listing of famous aquatic products in the wrong season; It can also be listed at random on major holidays or important periods, and it can also be delivered at home, operated by chain stores, operated by supermarkets, sold by order and sold online.
4. adopt waterfall marketing strategy
waterfall marketing strategy is to promote new products in the order of first developed countries or regions, then less developed countries or regions and finally developing countries or regions. Aquatic products enterprises should take the lead in promoting in developed countries or regions with large demand capacity, and then promote in backward developed regions after the products are mature and the costs are reduced. At the same time, the prices of aquatic products are different in different regions. Generally speaking, cities are higher than rural areas, coastal areas are higher than inland areas, eastern areas are higher than central and western regions, non-main producing areas are higher than main producing areas, and developed countries are higher than developing countries. Therefore, according to the consumption habits and living standards of various places, the regional price difference should be used to skillfully improve the efficiency of aquaculture management.
5. to implement the management strategy of leisure fishery
we should take the local characteristics as a breakthrough, and make overall consideration of environmental construction, ecological construction, cultural construction and social development in fishing areas, so as to develop different types of leisure fishery according to local conditions. One is aquaculture and fishing, that is, leisure fishery that uses fishery facilities such as ponds and lake fence breeding bases to mainly cultivate fish and is equipped with certain facilities to carry out fishing business. The second is leisure fishing, which refers to professional fishing gardens and fishing grounds with complete facilities, mainly engaged in fishing and integrating entertainment and catering. The third is eco-sightseeing, that is, combining the local ecological environment and tourist attractions, comprehensively developing water resources and integrating sightseeing, leisure, vacation and fishing. Fourth, the ornamental and recreational type, that is, the recreational fishery which mainly focuses on the introduction, breeding, production and management of ornamental fish, is in the ascendant. Fifth, festival tourism, that is, the use of fishery resources, holding fisheries-related festivals to form a unique leisure fishery type.
6. Implementing the boutique brand management strategy
At present, the aquatic products market is rich in supply, and consumers have changed from paying attention to brands to buying them. Especially in large and medium-sized cities, the retail trading mode of aquatic products is changing from market trading to supermarket trading. The rapid development of supermarket trading mode provides opportunities for brand aquatic products, especially brand aquatic products, to expand their market share. Therefore, to establish brand awareness, we should not only produce high-quality aquatic products with good quality and marketable products, but also pay attention to brand building, enlarge and strengthen fishery brands and expand market share.
7. Implementing the comprehensive management strategy
The comprehensive management strategy is to select the appropriate comprehensive management mode according to local conditions. Can play the scale effect of aquatic products, from? Small profits but quick turnover? Realize your own benefits; You can temporarily raise and increase the value, and use idle water to temporarily raise aquatic products with low market price at present, and sell them at a price when festivals or market conditions are optimistic; It can be sold fresh and delivered to your door by means of live fish transportation; It can realize value-added processing. Aquatic products processing industry, especially deep processing, is in the ascendant in China, which has a broad market space, such as the development of aquatic convenience food, fast food, nutrition and health products, beauty food and marine drugs. It can not only digest seasonal or regional surplus aquatic products, but also achieve economic benefits that cannot be underestimated. We can actively seek customers and open up the market, such as online investment promotion, business letter investment promotion, foreign trade acquisition, etc. Borrow a boat to go to sea? , exhibition investment, etc. ;