CAJ | 학술논문

通过对寿光、烟台、莱西、菏泽等几大主要蔬菜基地进行实地调研，发现山东省蔬菜产业发展存在产业链狭窄、缺乏品牌和特色、蔬菜价格波动较大、农户没有定价权、促销力度不够、客户转换频繁、供销规模不稳定、没有形成链式服务等突出问题，并借鉴营销4Ps理论对该省蔬菜产业发展模式进行了构思。该模式从产品、定价、渠道、促销等方面对提升蔬菜产业竞争力、促进该省蔬菜产业健康发展进行了系统的探讨。
통과대수광、연태、래서、하택등궤대주요소채기지진행실지조연，발현산동성소채산업발전존재산업련협착、결핍품패화특색、소채개격파동교대、농호몰유정개권、촉소력도불구、객호전환빈번、공소규모불은정、몰유형성련식복무등돌출문제，병차감영소4Ps이론대해성소채산업발전모식진행료구사。해모식종산품、정개、거도、촉소등방면대제승소채산업경쟁력、촉진해성소채산업건강발전진행료계통적탐토。
Through field research in Shouguang,Yantai,Laixi Heze and other several major vegetable bass in Shandong,we identified the problems in the province’s industrial development,such as vegetable industry chain stenosis,lack of brand and features,vegetable prices volatile,farmers with out pricing right,inadequate promotion, customer conversion frequently,scale supply instability and no chain services. By drawing 4Ps of marketing theory, we conceived the province’s vegetable industry development mode. The mode was discussed from the enhancement of vegetable industry competitiveness and the healthy development of the province’s vegetable industry systematically.