Research on Product Marketing Strategy of Camellia Oil Enterprises in Hunan Province Based on the 4V Theory

DOI

10.2991/aebmr.k.201211.128How to use a DOI?

Keywords

Camellia oil enterprises in Hunan province, 4V theory, marketing strategy

Abstract

The planting area, yield and output value of camellia oleifera in Hunan province rank first in China, and there are hundreds of camellia oil processing enterprises. However, most of the enterprises’ product traceability system is not intelligent enough, the homogenization is obvious, the experience service is not deeply developed, and the emotional interaction is insufficient. Based on the 4V theory, this paper optimizes the product marketing strategies from four aspects of Variation, Versatility, Value and Vibration, so as to solve the problems existing in the marketing of camellia oil products, improve the core competitiveness of enterprises, and provide references for Hunan camellia oil enterprises to become intelligent, net-connected, open and participative modern enterprises.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jiaohui Tang
AU  - Dan Wan
AU  - Shaohe Liu
PY  - 2020
DA  - 2020/12/14
TI  - Research on Product Marketing Strategy of Camellia Oil Enterprises in Hunan Province Based on the 4V Theory
BT  - Proceedings of the Fifth International Conference on Economic and Business Management (FEBM 2020)
PB  - Atlantis Press
SP  - 733
EP  - 739
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201211.128
DO  - 10.2991/aebmr.k.201211.128
ID  - Tang2020
ER  -