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本文研究在总结了国内核桃发展现状的基础上，简要介绍了宝鸡地区的桃的主要特点，采用检索文献、研究调查、等方法论述了宝鸡市的桃的生产以及销售现状，对存在的主要进行分析，从生产和研究两大方面提出了今后发展的相应对策。研究认为，宝鸡地区的桃的生产面临着栽培面积在逐年增长，但发展速度依旧缓慢；核桃质量逐步提高，而优良核桃较少；品种化栽培开始起步，但发展不够成熟；宝鸡核桃品牌影响力开始凸显，但品牌效应较小。
生产上品种苗木混杂，质量不高；技术薄弱，管理粗放；投入资金不够，推广工作不足，尽管栽培技术研究取得进展，但良种程度仍然较低；商品产值研究有待提高。核桃苗栽培较多，但是产品的营销比较力度不够。
通过研究，提出宝鸡市的核桃产业今后发展和营销的基本对策为：努力提高单产和质量水平，实施优种工程，实现品种良种化种植；大力发挥宝鸡市核桃的特色优势，重点实施名牌战略，应在综合管理和销售研究上努力推进宝鸡核桃的向前发展和营销力度。将营销理论与核桃营销结合起来，努力实现宝鸡核桃的特色优势，使其由小众走向大众化市场，试图改变以往的分散单一的销售模式，使企业在产品营销中利益最大化。
 
关键词：宝鸡核桃；现状；营销对策
  

Abstract

 
In this paper, summarizing the status of the domestic walnut development, based on the summary of the main features peach Baoji, using literature search, research surveys, and other methods discussed the production and sales status of Baoji peach, to mainly exist analysis, the countermeasures for future development from the two major aspects of production and research. Studies suggest that Baoji peach production is facing cultivation area increased year by year, but the growth rate is still slow; walnut quality gradually improved, but less good walnut; varieties cultivation started, but the development is not mature enough; Baoji walnut brand influence beginning to show, but the brand is small.
Mixed varieties of nursery stock production, quality is not high; technology is weak, extensive management; not enough capital investment, lack of promotion, despite the progress in the study of cultivation technology, but the fine degree is still low; commodity value research needs to be improved. Walnut seedling cultivation is more, but product marketing is inadequate.
Through the research, presented Baoji walnut industry in the future development and basic countermeasure marketing are: efforts to improve yields and quality levels, the implementation of good seed project, to achieve varieties of seed planting; Giving full play to the characteristics and advantages of Baoji City, walnut, focusing on the implementation of brand strategy, should be integrated in the management and marketing research efforts move forward the development of Baoji walnut and marketing efforts. The marketing theory and marketing walnuts combine efforts to achieve the characteristics and advantages of Baoji walnut, making the niche to the mass market, trying to change the conventional dispersion single sales model, to maximize the interests of enterprises in product marketing.
 
Key words: Baoji walnut; present situation; marketing strategy
 
 

引言  

宝鸡地区的桃的生产面临着栽培面积在逐年增长，但发展速度依旧缓慢；核桃质量逐步提高，而优良核桃较少；品种化栽培开始起步，但发展不够成熟；宝鸡核桃品牌影响力开始凸显，但品牌效应较小。本文研究在总结了国内核桃发展现状的基础上，简要介绍了宝鸡地区的桃的主要特点，采用检索文献、研究调查、等方法论述了宝鸡市的桃的生产以及销售现状，对存在的主要进行分析，从生产和研究两大方面提出了今后发展的相应对策。

一、绪论

（一）研究背景、目的及意义 

1. 研究背景 

中国是植物资源大国，大自然蕴藏着丰富资源，有的经济价值甚高却从未被关注。宝鸡地区地处秦岭山脉，六盘山余脉、黄土高原和渭河地堑连接地带，野生山核桃品种独特资源丰富，有的己成为把玩、收藏珍品，有的可以作为时尚工艺品加工原材料，有的营养价值颇高。有的野生核桃经济价值高，从而使得野生山核桃在宝鸡呈现出采摘-收购-销售-加工一体化的产业形态。然而，近年来，由于无序采摘野生山核桃，山核桃野生资源已遭到一些损害。合理开发野生山核桃资源，维护生物多样性，保护生态系统，对于促进区域可持续发展具有重要的现实意义。这迫切要求我们加强野生山核桃资源和研究保护，合理开发，实现可持续利用野生资源。如何合理开发资源的同时，有效扩大宝鸡核桃的市场化和大众化消费对于营销模式研究提出重要课题，也是促进地区经济发展的重要举措。