基于顾客价值J薯业公司营销策略优化研究
摘要
近年来，人们对于农产品的关注度和需求不断提高，农产品在品质、外观、包装
等方面的差异越来越小，同质化竞争激烈。如何在市场竞争中脱颖而出、提升企业竞
争力，这成为了摆在农产品企业面前的必答题。这一背景下，众多农产品企业将眼光
瞄准在优化营销策略上，以顾客价值为基点的营销策略优化越来越成为企业塑造竞争
力的新途径。
论文在梳理顾客价值理论和营销理论的基础上，以农产品企业J薯业公司为例，
通过经营数据分析、顾客价值体系调查问卷等方式，将顾客价值的实现情况与企业的
销售实现之间的密切关系展现出来，分析企业在产品策略、产品多样性、营销投入等
方面的不足。提出企业要结合顾客价值理论从市场细分、产品策略、价格策略、促销
策略、渠道策略对营销策略进行优化。一是识别细分市场、找准企业市场定位和目标
市场。二是提升企业产品价值，提高企业产品的差异化程度、加快新产品的推出、不
断延长产业链。三是优化企业价格策略，运用好顾客感知价值定价法。进一步摸清顾
客心理需求，通过开展促销活动、场景体验等方式，提高企业形象价值。四是不断巩
固现有营销渠道，同时重视直接营销、运用好电商平台，不断降低顾客的时间成本和
精力成本。通过借助以上方法优化企业营销策略，提高企业产品的认可度和竞争力，
从而帮助企业更好向目标市场传递价值。
关键词：农产品；顾客价值；营销策略
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基于顾客价值J薯业公司营销策略优化研究
ABSTRACT
In recent years, People's attention and demand for agricultural products are increasing,
agricultural products in the quality, appearance, packaging, and other aspects of the
difference is becoming smaller and smaller, homogenization competition is fierce. How to
stand out in the market competition, enhance the competitiveness of enterprises, this has
become a must answer in front of agricultural enterprises. Under this background, many
agricultural products enterprises aim at optimizing marketing strategy, and marketing
strategy optimization based on customer value is becoming a new way to shape the
competitiveness of enterprises.
On the basis of combing the theory of customer value and marketing theory, taking
the agricultural product enterprise J Potato Company as an example, through the methods
of management data analysis, Customer Value System questionnaire, etc. , this paper
shows the close relationship between the realization of customer value and the sales
realization of the enterprise, and analyzes the deficiency of the enterprise in product
strategy, product diversity, marketing investment, etc. . It is put forward that enterprises
should optimize marketing strategy from market segmentation, product strategy, Price
Strategy, promotion strategy and channel strategy based on customer value theory. First,
identify market segments, identify the enterprise market positioning and target market.
Second, enhance the value of enterprise products, improve the differentiation of enterprise
products, accelerate the introduction of new products, and constantly extend the enterprise
industrial chain. The third is to optimize the price strategy of the enterprise and make good
use of the customer perceived value pricing method. Further understand the psychological
needs of customers, through promotional activities, scene experience, and other ways to
improve the valueof corporate image. Fourth,constantly consolidate theexisting
marketing channels, at the same time pay attention to direct marketing, the use of
e-commerce platform, and constantly reduce the cost of time and energy costs of customers.
With the help of the above methods to optimize the marketing strategy of enterprises,
improve the recognition and competitiveness of products, so as to help enterprises to better
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