The Study On The Present Situation,Problems And Countermeasures Of Marketing Of Luotian Chestnut Products

Writing this article in order to make Luotian establish a more comprehensive sales network of chestnut, enhance its market competitiveness, promote the healthy development of chestnut industry and drive Luotian’s economic development of chestnut ultimately. And also hope that through the research of the chestnut’s promotion could provide some reference for other special agricultural products.This article based on a comprehensive understanding of the research results and the main points related to the paper in the domestic, combined with relevant knowledge, and used research methods which combined with quantitative and qualitative, empirical and normative studies. Through an in-depth study of current state of Luotian chestnuts sales, this paper summed up some problems that exist in the current sales network and came up with some measures, including more specific implementation procedures.Specifically, this thesis discusses the three main parts of the present situation, problems, countermeasures and suggestions of marketing of Luotian chestnut products, and the three discuss the related issues from three aspects of government, enterprises and farmers. The aspect of government in the part of status quo, can be said to discuss the function of government in the whole development process of Luotian chestnut industry, in order to ensure that the products have a better development, the local government firstly devote to Luotian chestnut brand construction, and then to establish a good market environment in order to make the chestnut enter the market successfully, at the same time also to guide the establishment of chestnut processing plant to get more chestnut added value, to establish its own sales network to open the market of chestnut further, to devote to chestnut research to eliminate the not enough so as to guarantee quality of chestnut, and finally, to create the soul of chestnut of their own-chestnut culture, to enhance the brand value of chestnut. Enterprises, mainly from three aspects of standard processing, product development and product sales to analysis the extension present situation of enterprises. Farmers, from farmers sell chestnut to customers directly, sent chestnut to customers as a gift and establish their own network shop of the three parts to analysis the extension present situation of farmers. Through the analysis and discuss on the current status of Luotian chestnut promotion deeply, and then, analysis the existing problems of the marketing promotion of Luotian chestnut product deeply from three aspects of government, enterprises and farmers. Finally, this paper puts forward the countermeasures and suggestions based on the existing problems from the three aspects as well.