The Research On Marketing Strategy Of Luoyang Hongjin Wholesale Agricultural And Sideline Products Market

Wholesale agricultural and sideline products market is a central link of theagricultural products from production to consumption, and is the main artery of thewhole agricultural circulation. With the rapid improvement in the living standards ofresidents and the escalation of consumption structure diversification, People needhigher quality agricultural products, such as safe, healthy and green products. In orderto meet the new demand of agricultural products market, domestic agriculturalproducts wholesale market is faced with the new situation of large-scale integration. Anumber of large-scale, perfect supporting, management science, advanced marketingnetwork of the new agricultural products wholesale market gradually invest,construct,develop and integrate national sales network around the country, expanding marketshare. Luoyang Hong Jin Wholesale agricultural and Sideline Products constructedthrough attracting investment platform of Luoyang government in2010，is a HongKong-invested enterprise focus on agricultural wholesale，delivery and transportation.It is committed to the largest wholesale agricultural products market in the westregions of Henan.Luoyang Hong Jin officially opened On June10,2013, the vegetables and fruitarea has already begun operations, other business districts are also planning for lease.In the face of some wholesale market, such as “Luoyang Tong He”,“Luoyang CaiGuo” and other new circulation patterns that brings strongly competition, such as“agriculture base&supermarket”,"farm meal docking", the marketing strategy ofLuoyang Hong Jin will determine its long-term development in the future. In this paper,the market research method, comparative analysis and qualitative analysis were usedto study Luoyang Hong Jin. First of all, we elaborate the research background andsignificance, the domestic and foreign present development situation and the thesisresearch ideas and methods. On top of, after overview of Luoyang Hong Jin, we havedone in-depth research on the operation status of Luoyang Hong Jin, putting forward some problems of Luoyang Hong Jin, such as trading way behind, market participantsin the low level of organization, lag information network construction, backwardmanagement pattern and so on. Next, we respectively analyze the macro environment,industry competition environment of Luoyang Hong Jin, then we used SWOT analysisto study the internal and external environment. Chapter4, on the basis of previousresearch, we proposed some marketing strategies from the perspective of4P, such asmining the depth of products to meet the demands of different people, encouraging thebrand development, advertising promotion to improve market popularity, developingnetwork marketing, cultivating and introducing large wholesalers, increasing thedegree of market organization, developing the mode of “market+peasant specializedcooperative organization+farmer” and so on.