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合理利用森林资源,提高林业生产效益,保护生态环境一直是我们关注的课题。本文以郴州东江湖柑橘的成功营销为例,从生产标准体系建立、政府策略的制定、林产品渠道的选择、产品附加值增加等七个方面说明林产品的生产与开发必须以市场为导向,充分运用各种营销手段,满足消费者的需求,实现林产资源利用效益最大化。本文旨在通过对郴州东江湖柑橘营销策略的论述,希望对我省以至全国林产品生产与开发企业有借鉴和参考作用。
Rational use of forest resources, improve forestry production efficiency, protect the ecological environment has always been our concern. Taking the successful marketing of citrus in Dongjiang Lake in Chenzhou as an example, this paper shows that the production and development of forest products must be guided by the market from seven aspects: the establishment of production standard system, the formulation of government strategies, the selection of forest products channels and the increase of product added value. Make full use of a variety of marketing tools to meet the needs of consumers to maximize the efficiency of forest resources utilization. The purpose of this paper is to discuss the citrus marketing strategy of Dongjiang Lake in Chenzhou, hoping to have reference and reference for the forest products manufacturing and development enterprises in our province and the whole country.