基于 STP-4P理论的烟台苹果营销策略研究
企业管理专业研究生刘晓莉
指导老师 姬雄华教授
摘 要
“三农”问题既关乎国家经济，也牵动人民生活，一直高居我党工作议程。习
近平总书记在党的十九大报告中明确提出实施乡村振兴战略。苹果产业附加值高，
效益好，是促进农民脱贫致富和推动乡村振兴的重要抓手。当前，我国苹果消费增
速放缓，苹果市场接近饱和，销售低迷。烟台苹果种植时间长，果树、果园老旧等
问题突出，果实品质有下降趋势，而陕西、甘肃等西部新兴苹果产区凭借优越的地
理和气候条件，产出的苹果品质更优，市场反馈更好，烟台苹果面临更加严峻的市
场销售环境。烟台苹果是烟台市经济发展的支柱产业，推进苹果产业高质量发展是
烟台市实现乡村振兴的产业基础。现行市场竞争环境下，烟台苹果在市场营销中还
存在许多问题，本文基于此开展烟台苹果营销策略研究。
本文主要利用市场营销相关理论，通过文献研究、问卷调查以及实地调研找出
了烟台苹果在现行市场营销策略中存在的问题。从 STP营销来看：目标市场范围过
大；市场定位模糊、更新滞后。从 4P 各个营销要素来看：产品层面包括产品同质
化严重、企业自有品牌发展滞后；价格层面包括市场价格缺乏竞争力、果径递增定
价不合理；渠道层面包括流通渠道环节多，成本高，效率低、上下游供需失衡、网
销质量参差不齐；促销层面包括苹果加工产品促销效果不佳、广告宣传缺乏针对性，
投放渠道过时、品牌存在感低、线上线下促销活动无法共享。在深入思考烟台苹果
市场营销现存问题的基础上，本文针对每一个问题进行了具体的原因分析。针对烟
台苹果在 STP 营销中存在的问题，本文依据 STP 理论尝试为烟台苹果确定更为精
准的目标市场，制定清晰且即时的市场定位。针对烟台苹果在 4P 营销中存在的问
题，本文从产品改良、价格提升、渠道优化以及促销改进四个方面提出具体对策。
通过针对性制定市场营销改进策略，以期促进烟台苹果在竞争日益激烈的苹果市场
实现突破性发展，助力烟台苹果加速实现高质量发展，并为我国其他苹果产区以及
农产品营销提供经验借鉴。
关键词：烟台苹果；市场营销；STP理论；4P营销组合理论
Research on Yantai Apple’s Marketing Strategy Based on
STP-4P Theory
Business Management (Major)
Directed by Prof. Ji Xionghua
Abstract
The issue of “agriculture, rural areas and farmers” not only concerns the national
economy but also affects people’s live, and has always been high on the party's agenda.
GeneralSecretaryXiJinping clearlyproposedtheimplementationoftherural
revitalization strategy in the report of the 19th National Congress of the Communist
Party of China. The apple industry has high added value and good benefits, and it is an
important starting point for promoting farmers to lift themselves out of poverty and get
rich, and promoting rural revitalization. At present, the growth rate of apple consumption
in China is slowing down, the apple market is close to saturation, and sales are sluggish.
Yantai Apple has been planted for a long time, the fruit trees, orchards are old and other
problems are prominent, the fruit quality has a downward trend. However, the emerging
apple producing areas in the west such as Shaanxi and Gansu rely on their superior
geographical and climatic conditions, the quality of apples produced is better and the
market feedback is better, Yantai Apple faces a more severe market sales environment.
Yantai Apple is the pillar industry of Yantai's economic development, and stimulating the
high-quality development of the apple industry is the industrial base for Yantai to achieve
rural revitalization. Under the current market competition environment, there are still
many problems in the marketing of Yantai Apple. Based on this, this paper conducts a
research on the marketing strategies of Yantai Apple.
The article mainly uses marketing-related theories to find out the problems of Yantai
Apple in the current marketing strategy through literature research, questionnaire surveys
and field investigation. From the perspective of STP marketing: the scope of the target
market is too large; the market positioning is vague and its update lags behind. From the
perspective of4P marketingelements: theproduct levelincludes seriousproduct
homogenization, the development of the company's own brand is lagging; the price level
includes the lack of competitiveness of the market price, the unreasonable pricing of fruit
diameters in increments; the channel level includes many circulation channel links, high
cost, low efficiency, imbalance between upstream and downstream supply and demand,
and the quality of online sales is uneven; the promotion level includes the lack of
pertinence in advertising, the outdated delivery channels, the inability to share online and
offline promotional activities, the poor promotion effect of apple processed products, and
the low sense of brand existence. On the basis of in-depth consideration of the existing
problems in Yantai Apple marketing, the article conducts a specific cause analysis for
each problem. In view of the problems existing in STP marketing of Yantai Apple, this
article tries to determine a more accurate target market for Yantai Apple according to STP
theory, and formulates a clear and immediate market positioning. In view of the problems
existing in Yantai Apple's 4P marketing, the article puts forward suggestions from four
aspects: productimprovement, priceincrease, channel optimizationand promotion
improvement. Through targeted marketing improvement strategies, we aim to promote
the breakthrough development of Yantai Apple in the increasingly competitive apple
market, help Yantai Apple accelerates the realization of high-quality development, and
also provideexperience forother apple-producingareas andagricultural products
marketing in China.
Keywords: Yantai Apple; Marketing; STP Theory; 4P Marketing Mix Theory