摘要：蜂蜜是一种营养丰富的天然滋养食品，也是最常用的滋补品之一。但是目前，我们很多人想买到纯正的蜂蜜，有些蜂农也很想卖出自己的纯正蜂蜜，但是买卖两者都不如意，这个跟国内市场很多因素有关，也跟重要的营销模式相联系，如何让消费者拥有一个真正的放心农家土蜂蜜品牌。在这新型时代，该怎么创立自己独特的蜂蜜品牌呢？通过对自身品牌的定位并分析消费者类型，结合蜂产品营销中存在的问题，从品牌建设、产品研发、营销模式创新、客户关系管理，零售终端等方面来分析解决，并对比国内同类品牌竞争者，总结出适合蜂产品的创新O2O营销模式，通过网购平台让顾客及时了解采收蜂蜜的细节信息，加快蜂产品的流通速度，并成立自身的地区产品实体体验店，竭力打造蜂蜜中的第一个土蜂蜜品牌；精心打造小康社会的天然保健珍品。

关键词: 蜂蜜，网络，O2O营销，实体体验

Abstract:Honey is a rich natural nourishing food, is also one of the most commonly used tonic. But at present, many of us want to buy pure honey, some beekeepers also want to sell their pure honey, but buyers both unhappy, with the domestic market is related to many factors, but also with the important marketing mode link, how to let consumers have a real rest assured farm soil honey brand. In this new era, we should how to create their own unique brand of honey? This paper tells the brand positioning and the analysis of consumer type, combination of bee product marketing problems, from brand building, product development, marketing model innovation, customer relationship management, terminal and snacks to the analysis and solution, and in contrast to similar domestic brand competitors, summarizes suits the bee product innovation O2O marketing pattern, through the the net buys platform to allow customers in a timely understanding of harvesting honey bee product details, accelerate the circulation speed, and the establishment of its own regional products entities shop experience, to create the honey in the first soil honey brands; carefully build comparatively well-off society 's natural treasures.

Key Words：Honey, network platform, O2O marketing, Solid experienc

　　　在人们崇尚健康的21世纪,天然、绿色的食品成为了食品行业追逐的对象。蜂产品以其独特的保健作用,在保健品市场占据越来越大的分量。蜂产品市场有着很大的发展空间,而如何在日新月异的保健品市场立足,蜂业企业需要发现自身的不足,结合目前消费心理消费习惯，并不断探求适合整个蜂业发展和具有本企业特色的营销管理策略,才能在国内外市场上逐渐走出自己的品牌。