浅析陕北红枣的营销现状及对策

张梅

摘要：众所周知，红枣在陕北算得上是一种传统产业，也是绝大部分农民促进收益的主要产品。近几年来，“统一规划，集中连片，依靠科技，综合示范，以点带面，辐射带动”的发展思路指引当地人民走出了一条现代农业转型升级之路。随着我国农业结构的整改，红枣产业发展的势头愈来愈烈，在一些地区已经出现了规模化生产，其前景一片光明。但是陕北红枣的营销现状存在的一些问题却让人堪忧，通过调查与研究发现，陕北地区红枣在营销方面的困难也正是整个农副产品行业存在的问题，而改变这种现状则需要从产品本质、市场流通、政府等多方面进行改善。

Abstract： As is known to all， red dates are regarded as a kind of traditional industry in Northern Shaanxi Province， and also the main product for most peasants to promote their income. In recent years， the "unified planning， concentrated， development ideas of "science and technology， comprehensive demonstration， promote work in all areas by drawing upon the experience gained on key points" guide the local people out of a road of modern agricultural transformation and upgrading. With the improvement of agricultural structure in China， red dates industry development momentum is becoming more and more fierce， and in some areas there have been large-scale production， which has a bright future. But some problems existing in the current red dates marketing situation in North Shaanxi worry people， and through investigation and study， it is found that in Northern Shaanxi difficulties of red dates in the marketing is also that of the agricultural and sideline products industry， and in order to change the situation， it need to make a change from many aspects of the product nature， market circulation， the government and so on.

關键词：陕北红枣；营销现状；农产品

Key words： jujube in Northern Shaanxi；marketing status；agricultural by-product

中图分类号：F326.13 文献标识码：A 文章编号：1006-4311（2017）24-0054-03

0 引言

陕北，处于陕西的北部，其地势是典型的黄土高原，在外富有美名的陕北红枣，特别是延川和清涧地区产的红枣，名气更大。延川地处黄河西岸，属温带干旱半干旱区，气候干燥少雨，昼夜温差大，日照时间长，受黄土高原地理性气候影响，是红枣的理想生产区，已有300多年的栽植历史。陕北红枣以果大、核小、皮薄、肉厚、味醇、油性大、色红、酸甜可口、含丰富的蛋白质、维生素、矿物质闻名于世。

1 陕北红枣营销现状及存在问题

1.1 国内红枣种植地广泛，竞争比较大

由于枣树可以生长在山区、丘陵或平原。因此在我国境内，大枣的产地分布比较广泛，并且各有特色。比如：河南“新郑大枣”、河北沧州的“金丝小枣”、浙江宁波市的“板枣”、新疆的“若羌枣”等。……