基于STP-4P理论的延安市苹果营销策略研究
企业管理专业研究生徐梦
指导老师姬雄华教授
摘要
苹果产业作为延安市的支柱性产业之一，为乡村发展与扶贫攻坚工作做出了突
出贡献，但随着我国社会经济的发展以及人民生活水平的提高，人们的消费观念正
发生着巨大变化，苹果消费市场也经历着结构性的改变，新的市场形势对传统的营
销观念和营销方式提出了新的挑战，延安市苹果营销策略需要与时俱进地改进和提
升。延安市苹果实现营销转型和升级，对推动延安市苹果产业高质量发展、促进延
安市经济的可持续发展、推动乡村振兴战略的实施等方面有着重要意义。
现以STP营销理论和4P营销理论作为理论基石，采用文献研究和调查研究的
方法，对延安市苹果营销策略展开研究。当前延安市苹果营销策略存在的问题主要
表现为:STP营销规划模糊、产品市场竞争力不足、无价格优势、渠道发展不成熟与
促销方式简单低效；其原因可归纳为缺乏STP营销长期规划、产品生产与品牌建设
同质化、生产成本累加导致价格较高、渠道较单一且过于依赖传统渠道、促销后续
跟进工作不足且缺乏针对性。因此营销策略提升可从以下几个方面进行：在STP营
销方面，以产业发展战略统筹STP营销规划的制定，通过细分苹果市场挖掘需求差
异，在目标市场中扬长避短，并重新进行市场定位；在产品策略方面，运用多项措
施扩大产品优势，并创新产品形式以丰富产品种类，同时加强地域品牌和企业品牌
建设；在价格策略方面：分层分档分域定价，赋予产品特殊价值，并综合运用各种
定价技巧；在渠道策略方面，稳定主体关系以协调渠道冲突，优化渠道结构并拓宽
营销渠道，与企业建立互利机制以寻求长期合作；在促销策略方面，创新促销推广
模式以提升促销效果，重视广告内容管理以增强诉求针对性，重视公共关系管理以
提升社会影响力。
关键词：苹果营销策略；STP理论；4P理论；延安市；
Research on the Marketing Strategy of Yan' an Apple Based
on STP-4P Marketing Theory
Xu Meng(Major Enterprises Management)
Directed by Prof. Ji Xionghua
Abstract
As one of the pillar industries in Yan 'an city, apple industry has made outstanding
contributionsto ruraldevelopment andpovertyalleviation. However,withthe
development of China's social economy and the improvement of people's living standards,
people's consumption concept and the apple consumer market are also undergoing
structural changes. The new market situation puts forward new challenges to the
traditional marketing concepts and marketing methods, and marketing strategy also needs
to be improved and promoted with the times. The realization of marketing transformation
and upgrading of apple in Yan 'an City is of great significance to promoting the
high-quality development of apple industry in Yan' an city, promoting the sustainable
economic development of Yan'an city, and promoting the implementation of rural
revitalization strategy.
Now taking STP marketing theory and 4P marketing theory as the theoretical
cornerstone, the method of literature research and investigation research is used to study
the marketing strategy of Yan'an apple. At present, the problems existing in apple's
marketing strategy in Yan' an city are mainly manifested as follows: vague STP
marketing planning, insufficient product competitiveness, no price advantage, immature
channel development and simple and inefficient promotion methods. The reasons can be
summarized as the lack of long-term STP marketing planning, homogenization of
product production and brand building, the accumulation of production costs lead to high
prices, single channels, excessive reliance on traditional channels, insufficient promotion
follow-up work and lack of pertinence. Therefore, the improvement of marketing strategy
can be carried out from the following aspects: in terms of STP marketing, coordinating
the formulation ofSTP planning by industrial developmentstrategy, mining the
differences in demand by subdividing the Apple market, developing strengths and
circumventing weaknesses in the target markets, and to reposition the market; in terms of
the product strategy, using numbers of measures to expand product advantages, and
innovating product forms to enrich product categories, and strengthening the construction
of regional brands and enterprise brands; in terms of the price strategy, pricing by
hierarchical grading and domain distribution, to give the product special value, and the
comprehensive use of various pricing techniques; In terms of the channel strategy, by
stabilizing the subject relationship to coordinate channel conflicts, optimizing the channel
structure and broadening the marketing channels, and establishing a mutual benefit
mechanism with enterprises to seek long-term cooperation; In terms of the promotional
strategy, innovating the promotion mode to improve the promotion effect, paying
attention to advertising content management to enhance the pertinence of demands, and
paying attention to public relations management to enhance social influence.
Keywords: Apple's Marketing Strategy; STP Theory; 4P Theory; Yan'an City;