在新经济形势下,丰收不增收,这对农民来说还是常有的事,在农产品“卖难”的情况下,农户怎样在市场中掌握营销的主动权,怎样才能从根本上来解决难卖问题,关键在于掌握市场营销战略与战术。本文从市场营销战略的角度,以广西香蕉营销为例,根据农产品市场现状,对市场细分、目标市场选择、市场定位等问题作了探讨,并提出建议与对策。 Under the new economic situation, the harvest does not increase, which is still common for peasants. Under the circumstance of agricultural products “selling difficulties ”, how can peasants grasp the initiative of marketing in the market and how to solve them fundamentally? The problem of difficult to sell, the key is to master the marketing strategy and tactics. This paper, from the perspective of marketing strategy, takes Guangxi banana marketing as an example. Based on the current situation of agricultural products market, this article discusses the market segmentation, target market selection and market positioning, and puts forward suggestions and countermeasures.