乡村振兴背景下甘肃特色农产品营销策略探讨：以苦水玫瑰为例
Exploration of Marketing Strategies for Characteristic Agricultural Products in Gansu under the Background of Rural Revitalization: A Case Study of Kushui Rose

在乡村振兴战略深入推进的背景下，特色农产品作为激活农村经济活力、带动农民增收的核心载体，营销水平的高低与地区农业现代化有着密切的关系。甘肃兰州苦水玫瑰作为中国四大玫瑰品系之一、世界稀有的高原富硒玫瑰品种，凭借独特的生态品质与深厚的文化底蕴，已形成涵盖多领域的产业链，2024年全产业链产值达28亿元，带动5万余农户户均年增收1.2万元以上，成为甘肃特色农业的重要支撑。然而，当前苦水玫瑰的营销面临着一些瓶颈，比如精深加工不足、品牌管理不集中、数字化营销方式局限等瓶颈，制约了产业价值提升。本文运用PEST-4P组合分析模型，从宏观环境与微观营销要素拆解苦水玫瑰营销现状，结合乡村振兴政策与市场需求，从品牌、渠道、科技、三产融合等维度提出营销策略，为其产业高质量发展提供参考，助力甘肃乡村振兴。
Against the backdrop of the in-depth advancement of the rural revitalization strategy, characteristic agricultural products serve as the core vehicle for activating rural economic vitality and increasing farmers’ income, with their marketing effectiveness closely linked to the modernization of regional agriculture. As one of China’s four major rose varieties and a rare high-altitude selenium-rich rose strain worldwide, Gansu Lanzhou Kushui Rose has formed an industrial chain covering multiple fields, relying on its unique ecological quality and profound cultural heritage. In 2024, the total industrial chain output value reached 2.8 billion yuan, driving over 50,000 farming households to achieve an average annual income increase of more than 12,000 yuan per household, thus becoming an important pillar of Gansu’s characteristic agriculture. However, the current marketing of Kushui Rose faces several bottlenecks, such as insufficient intensive processing, fragmented brand management, and limited digital marketing methods, which have restricted the enhancement of industrial value. This paper employs the PEST-4P combined analysis model to dissect the current marketing situation of Kushui Rose from the perspectives of macro-environment and micro-marketing elements. Integrating rural revitalization policies and market demands, it proposes marketing strategies from dimensions including branding, channels, technology, and the integration of the primary, secondary, and tertiary industries, aiming to provide references for the high-quality development of the industry and contribute to Gansu’s rural revitalization.