黔南州刺梨产品营销战略分析——基于SWOT模型
Marketing Strategy Analysis of Rosa roxburghii Products in Qiannan Prefecture—Based on SWOT Model

目前国家大力推行乡村振兴战略，旨在促进广大农村产业结构调整，推动地方社会发展。黔南州刺梨产业目前是黔南州特色支柱产业之一，具有鲜明的地方特色，也是地方经济发展与产业转型的重要一环。本文拟运用SWOT模型，对目前黔南州刺梨产业的内外部环境进行分析，针对当前黔南州刺梨产业存在的内部劣势与外部威胁，本文提出了强化政府的扶持力度、明晰产品的市场定位、抓紧研究成果走上货架、依托电商平台开拓市场四点建议，旨在提出合理的营销战略，促进地方经济的发展，从而助力地方特色产业推动以黔南州为代表的民族地区实现乡村振兴的战略目标。
At present, China is vigorously promoting the rural revitalization strategy, aiming to promote the adjustment of rural industrial structure and promote local social development. The Rosa roxburghii industry in Qiannan Prefecture is currently one of the characteristic pillar industries, with distinct local characteristics and an important part of local economic development and industrial transformation. This article intends to use the SWOT model to analyze the internal and external environment of the current Rosa roxburghii industry in Qiannan Prefecture. In response to the internal disadvantages and external threats of the Rosa roxburghii industry in Qiannan Prefecture, this article proposes four suggestions: strengthening government support, clarifying product market positioning, seizing research results and putting them on the shelves, and relying on e-commerce platforms to explore the market. The aim is to propose a reasonable marketing strategy, promote the development of local economy, and help local characteristic industries promote the strategic goal of rural revitalization in ethnic areas represented by Qiannan Prefecture.