随着国家“三大攻坚战”之精准扶贫和乡村振兴战略的推进，中国农村地区， 特别是西部落后地区的特色农业产业化发展成为了战略成功的重要抓手。对于西 藏地区来说产业发展更是迫在眉睫，产业发展与能否提高高原农牧民群众生活水 平有着密不可分的关系。同时，随着经济社会的发展，许多食品污染、工业污染、 有色食品等问题日益突出，人们开始注重自身的健康，开始追求生活品质，越来 越多的人开始崇尚“健康、绿色、营养、精致、特色”的食品。在这样的现实需 要和现实条件下，开发和推动青稞产业的发展在西藏必然成为了主要的致富手段， 相继出现了许多打着“高原无污染绿色食品”口号的青稞加工销售企业，GZ公 司就是其中一家。 而一个企业能否得走的长远、飞的更高与其生产销售的产品的市场营销状况 有着决定性的关系。随着青稞市场的拓展和成熟，GZ公司也将面临区内外更多 的竞争对手，将面对更复杂的区内外环境，因此不断改进GZ公司青稞产品市场 营销策略，做到市场营销的与时俱进对其长远发展具有至关重要的意义。 本文以GZ公司青稞产品为对象，对其青稞产品营销情况进行了全面的分析， 提出了改进的建议。结合当前现实情况，首先对选题的背景和意义做了全面的介 绍，在此基础和前提下明确了本文的主要研究内容、方法和技术，为下文具体开 展研究理清了思路；其次，详细阐述了市场营销学中的4P、PEST、STP等理论和 分析工具的基本概念、内涵和特点，对国内外学者研究的理论做了精炼的分析、 总结和归纳，领会市场营销学的智慧内涵，打下了坚实的理论基矗 再次，以GZ公司为具体研究对象，从企业基本情况、经营现状和产品定位 的角度分析其内部环境，从宏观环境、消费者行为、其他青稞产品营销现状的角 度分析其外部环境，为下面改进营销策略提供了一定的参考依据，奠定了坚实的 基石；在此后面，系统分析了当前GZ公司产品营销中运用的营销策略，结合实 际，分析了当前策略中需要改进的不足和问题。 II 最后，结合GZ公司当前面临的内外部环境和产品定位等综合情况，从产品、 价格、渠道、促销四个方面提出了优化和改进GZ公司青稞产品营销策略组合的 建议，再从企业管理、政府行为的角度提出了进一步的保障措施和改进建议，以 切实增强GZ公司青稞产品的营销实力，增加销售收入，为消费者提供满意的青 稞产品，实现产业发展带动区域经济发展的社会效益。 关键词：GZ公司；青稞产品；营销策略；4P III Abstract With the development of targeted poverty alleviation and the promotion of the strategy of rural revitalization, the industrialization of characteristic agriculture in China's rural areas, especially in the western backward areas, has become an important starting point for the success of the strategy. For Tibet, industrial development is even more urgent, which is closely related to the improvement of the living standards of farmers and herdsmen. At the same time, with the development of economy and society, many problems such as food pollution, industrial pollution, nonferrous food become increasingly prominent. People begin to pay attention to their own health and pursue the quality of life. More and more people begin to advocate "healthy, green, nutritious, delicate and characteristic" food. Under such practical needs and conditions, the development and promotion of highland barley industry will inevitably become the main means to get rich in Tibet. Many highland barley processing and sales enterprises have appeared in succession under the slogan of "plateau pollution-free green food", among which GZ company is one. Whether an enterprise can go far and fly higher has a decisive relationship with the marketing situation of its products. With the development and maturity of highland barley market, GZ company will also face more competitors inside and outside the region. In the face of more complex environment inside and outside the region, it is of great significance to continuously improve the marketing strategy of highland barley products of GZ company, so as to keep pace with the times of marketing for its long-term development. Taking the highland barley products of GZ company as the object, this paper makes a comprehensive analysis of the marketing situation of the highland barley products and puts forward suggestions for improvement. First of all, this paper introduces the background and significance of the topic, on the basis of which, the main research contents, methods and technologies are clarified, and the ideas for the following specific research are clarified; Secondly, it elaborates the basic concepts, connotations and characteristics of 4P, pest, STP and other theories and analysis tools in marketing, makes a refined analysis, summary and induction of the theories studied by scholars at home and abroad, understands the wisdom connotation of marketing, and lays a solid theoretical foundation. Thirdly, take GZ company as the specific research object, analyze its internal environment from the perspective of enterprise basic situation, operation status and product positioning, and analyze its external environment from the perspective of macro environment and consumer behavior, which provides a good reference for the improvement of marketing strategy and lays a solid foundation; After that, it systematically analyzes the marketing strategies used in the current GZ company's product marketing, and analyzes the shortcomings and problems in the current strategies combined with the actual situation. Finally, combined with the current internal and external environment and product IV positioning of GZ company, the paper puts forward suggestions for optimizing and improving the marketing strategy combination of highland barley products of GZ company from four aspects of product, price, channel and promotion.Then from the perspective of enterprise management and government behavior, the paper puts forward further safeguard measures and improvement suggestions, in order to effectively enhance the marketing strength of highland barley products of GZ company, increase sales revenue, provide consumers with satisfactory highland barley products, and realize the social benefits of industrial development driving regional economic development.