新零售时代蜂产品的营销策略研究——基于“人、货、场”视角
Research on the Marketing Strategy of Bee Products in the New Retail Era—Based on the Perspective of “People, Products and Market”

为研究新零售时代蜂产品的营销策略，基于“人、货、场”视角，对目前国内蜂产品营销现状进行了研究分析，结果发现，我国虽然是蜂产品的产量大国、出口大国，但却不是蜂产品的效益强国。蜂产品作为一种非常典型的、对人体健康有多种有益功效的养殖型农产品，却一直未进入消费者主流消费需求。在国内，蜂产品低质低价、消费需求定位不够精准、消费者对国内品牌认可度低、蜂产品创新不足、消费场景缺乏活力与创新等。在国际市场竞争力较弱，在对外贸易中实际收益的利润比较微薄。随着新消费需求、新信息技术的出现，加之国家相关部门出台的一系列利好政策，提出蜂产品从业者应该积极迎合变革，求新求变，重构“人、货、场”，以人为本，以货为根，以场为基，通过营销创新来促进蜂产品行业的成本、效率、体验的优化升级。
To study the marketing strategies of bee products in the era of new retail, we conducted a research analysis on the current domestic marketing status from the perspective of “people, products and market”. The results reveal that although China is a major producer and exporter of bee products, it is not a strong player in terms of its profitability. Bee products, as a typical agricultural product with various beneficial effects on human health, have not yet entered mainstream consumer demand. In the domestic market, bee products suffer from low quality, low prices, imprecise consumer targeting, low recognition of domestic brands, lack of innovation in bee product offerings, and a lack of vitality and innovation in consumer scenarios. They also face weak competitiveness in the international market, with slim profits in actual income from foreign trade. With the emergence of new consumer demands and new information technologies, as well as a series of favorable policies introduced by relevant government departments, it is proposed that bee product practitioners actively embrace change, seek novelty and transformation, and reconstruct the “people, products and market” paradigm. By putting people first, focusing on product quality, and creating dynamic market environments, they can promote the optimization and upgrading of the bee product industry’s cost, efficiency, and consumer experience through marketing innovation.