彝良小草坝天麻品牌建设与营销推广的探索分析
Exploration and Analysis of Brand Construction and Marketing Strategies for Yiliang Xiaocaoba Gastrodia elata (Tianma)

天麻，是一味药食同源的名贵药材。彝良地处云南省东北部的云、贵、川三省结合部的乌蒙山区，享有“天麻之乡”“世界天麻原产地”之美誉，是全国首个天麻有机产品认证示范县。注意到，受地域偏远、交通通讯不发达、宣传推广力度不够等制约，相比产自西藏的林芝天麻、贵州毕节的大方天麻，彝良小草坝天麻还存在知名度不够高、销售渠道较窄、产业化程度低等突出问题。让小草坝天麻走出云南，让全国更多的消费者认识天麻、爱上天麻，进而拓宽彝良小草坝天麻产品的消费市场，帮助天麻种植户增收致富，是我们的调研初心。本次调查采用线上线下相结合的非概率抽样法进行调查。在此基础上，基于RFQM得分评估天麻消费者价值，建立改良后的RFQM模型和T-CSI消费者粘性指数模型，将客户细分为四类价值消费者，针对不同消费者制定差异化营销策略。然后建立结构方程模型的天麻消费者满意度与决策模型，筛选影响天麻消费者购买决策及满意度的主要指标，给出了提升小草坝天麻消费驱动与客户粘性的相关结论。最后，结合以上分析，对彝良小草坝天麻产品提出政策建议。
Gastrodia elata (Tianma) is a precious medicinal herb with dual applications in both traditional medicine and culinary practices. Yiliang County, situated in the Wumeng Mountain region at the tri-provincial junction of Yunnan, Guizhou, and Sichuan in northeastern Yunnan, is acclaimed as the “Hometown of Gastrodia elata” and the “Global Origin of Gastrodia elata”. It holds the distinction of being China’s first nationally certified organic Gastrodia elata demonstration county. However, constrained by geographical remoteness, underdeveloped transportation and communication infrastructure, and insufficient promotional efforts, Yiliang Xiaocaoba Gastrodia elata faces notable challenges such as lower brand recognition compared to its counterparts (e.g., Linzhi Tianma from Tibet and Dafang Tianma from Bijie, Guizhou), limited sales channels, and a fragmented industrial chain. The primary objective of this research is to propel Xiaocaoba Gastrodia elata beyond Yunnan, enhance nationwide consumer awareness and affinity for the herb, expand its market reach, and ultimately increase income for local farmers. This study employs a non-probability sampling method combining online and offline surveys. Building on this, we assess consumer value using an RFQM (Recency, Frequency, Quantity, Monetary) scoring system and develop an enhanced RFQM model alongside a T-CSI (Tailored Customer Stickiness Index) model to categorize customers into four distinct value-based segments, enabling targeted marketing strategies. Subsequently, we construct a consumer satisfaction and decision-making model integrating the Structural Equation Modeling (SEM) to identify key indicators influencing purchasing decisions and satisfaction levels. The findings yield actionable insights to strengthen market drivers and customer loyalty for Xiaocaoba Gastrodia elata. Finally, we propose policy recommendations to support the