在我国居民对食品的营养要求日益提高的背景下,开发硒资源、利用硒资源、 发展硒产业的热潮正在国内兴起。龙游县参加第九届浙江省农博会,主打“天然 富硒”农产品,60余种名特优农产品尤其是“富硒”农产品引起了杜会各界的 密切关注。 第十届龙游县会展策划方案在延续以往龙游县农博会展区特色上,契合此次 浙江省农博会“生态、精品、安全”的主题,从龙游县自身农产品特色出发,结 合中地方文化特色,提出了 “龙游天下,富硒四方”的会展主题。龙游县围绕展 会主题,将展区分为城市人文与农业成就展区,生态富硒、精品农业展区和“一 村一品”综合展区,策划展会现场活动,营造展会现场活动氛围,根据展前预热、 展中造势和展后规划铺开展会推广方案。此次策划方窠有利于龙游“富硒”农产 品品牌推广,对龙游塑造富硒强势品牌、打开现有销售格局有积极的促进作用, 也希望能为其他县域农产品品牌推广提供一定的借鉴意义。 关键词:龙游;农产品;浙江省农博会;富硒 n Abstract With the increasing of people,s requirement for food nutrition, a new wave of developing and utilizing selenium resource appeared in China. Longyou County participated in the ninth Agricultural Fair of Zhejiang province, using Natural Selenium-rich” agriculture products as its featured products, more than 60 kinds of ” Famous, Special and Quality ” agriculture products especially “ Selenium-rich ” products of Longyou County have caused public attention. On the ground of former characteristics of Longyou County, and according to the theme of the tenth Agriculture Fair-Ecological, Quality and Safety ”,combining the own features and local culture, the exhibition planning scheme of Longyou County provided the theme “ Longyou World, Selenium-rich Everywhere. ” Based on the theme, the exhibition areas were divided into three parts: the Urban Humanism and Agriculture Achievements Exhibition Area, the Ecological Selenium-rich and Quality Agriculture Exhibition Areas, added the Comprehensive Exhibition Area of “One Village, One Product”,which plans the activities and creates the atmosphere of this exhibition. In line with the warm-up before exhibition, buildup during exhibition and planning after exhibition, the scheme was successfully applied. This planning scheme is conducive to the brand promotion of “Selenium-rich” agriculture products in Longyou County, and it is beneficial to build a powerful brand and promote sales of Selenium-rich products. At the same time, this activity can offer some reference for the brand promotion of agriculture products in other counties. Key Words: Lon^ou; Agricultural products; Agriculture in zhejiang province; se-enriched m 目次 lc I ^ II Abstract Ill 1 m i i.i 純 1 1.2策划思路和主要内容 1 2策划背景 3 2.1龙游农业发展状况介绍 3 2.2参展原因 4 2.3面临问题和困境 5 2.4策划价值和意义 6 3市场分析 7 3. 1环境分析 7 3.1.1宏观环境 7 3. 1.2徵观环境 8 3.2竞争对手分析 11 3.2.1我国富硒地区及其产业发展 11 3.2.2浙江特色农业及其产品 11 3.3消费群体分析 13 3.3.1消费者消费的总体态势 13 3.3.2现有消费者分析 13 3. 4农产品SWOT分析 15 3.4.1 优势(strengths) 15 3.4.2 劣势(weaknesses) 16 3.4.3 机遇(opportunities) 16 3.4.4 威胁(threats) 17 4展会营销方案 18 4.1总体构思 18 4.1.1参展背景 18 4. 1.2方案主体内容 18 4.2参展目标 18 4.3展会主题 19 4.4展区规划和布置 19 4.4.1城市人文与农业成就展区 20 4.4.2生态富硒、精品农业展区 20 4.4.3 —村一品综合展区 21 4.5现场活动 22 4.5.1 —步一生莲 22 IV 4.5,2剥莲取芯 22 4.6推广方案 23 4. 6.1推广目标 23 4. 6.2推广执行 23 4.7展会纵横对比 26 4.8效果预测 27 5展会效果 28 5. 1营销成果 28 5.2推广效果 28 6 贱 29 6. 1成功之处 29 6.2不足与反思 29