大连海参产业营销策略优化研究
Research on the Optimization of Marketing Strategies for the Dalian Sea Cucumber Industry

本文以大连海参为研究对象，使用了3C调查法、4Ps营销理论，根据现有资料和文献进行调查，得出目前部分大连海参企业还存在产品定位重复、定位模糊、销售渠道单一、价格弹性较差、线上平台广告投放较少等问题，针对这些问题，笔者深入研究消费者行为学、品牌营销、新零售等相关理论，并将这些理论与大连海参产业的实际情况相结合，提出更有针对性和创新性的营销策略。
This study focuses on the local specialty from the author’s hometown—Dalian sea cucumber—as the research subject. Utilizing the 3C Analysis Model (Customer, Competitor, Company) and the 4Ps Marketing Theory (Product, Price, Place, Promotion), the paper investigates existing data and literature reviews to identify current challenges faced by Dalian sea cucumber enterprises. Key issues include repetitive and ambiguous product positioning, single sales channels, poor price elasticity, and insufficient online advertising. To address these problems, the author proposes targeted strategies through customer segmentation, SWOT analysis (strengths, weaknesses, opportunities, threats), competitive threat assessment, dynamic pricing mechanisms, and omnichannel sales development. This study conducts an in-depth investigation into theoretical frameworks encompassing consumer behavior, brand marketing, and new retail strategies. By systematically integrating these theoretical foundations with the operational realities of Dalian’s sea cucumber industry, the research proposes targeted and innovative marketing approaches to address industry-specific challenges.