Research On Marketing Strategy Of Rongxian Farmers’ Professional Coopeartives

Agriculture is the lifeblood and footstone in the development of national economy,and it is also important for guaranteeing national economy develops in a well-organized,stable and healthy way. In the1980s, responsibility system for production and businessoperation of which the main form is the family-contract responsibility system was putinto practice in China. However, the docking contradiction between dispersive farmersand variational market extruded increasingly, which restricted the development of ournational agriculture severely. The emergence of farmer specialized cooperatives solvedthat docking contradiction problem to a great extent, overcame the boundedness ofsmall scale farmers, strengthened farmers’ ability to resist the risk, and protected theirinterest effectively.Rongxian is a county largely based on agriculture, it has superior naturalconditions and rich resources. However, there is a long distance between the farmerspecialized cooperatives in Rongxian and the requirements of market economy. Thespeed of the development of the farmer specialized cooperatives in Rongxian isrelatively laggard, the gap manifested distinctly in the times of marketing management.Every economic organazation that wants to develop and grow for a long term, and toachieve financial gain unceadingly, must lay down its marketing strategy on the basis ofcombining its features and disadvantages, walk the way of brand. If the farmerprofessional cooperatives want to improve their marketing abilities, they have to catchmicro-factors that can be controlled in marketing management firstly, give full play tothe advantages of the band, make the farmer specialized cooperatives stronger andlarger.This thesis aims to analyze the marketing environment of the farmer specializedcooperatives in Rongxian on the basis of the survey of its current development. Byapplying theories related to marketing management, this thesis thus provides optimizingmesures to make the strategies of the farmer specialized cooperatives in Rongxian better,hope the farmer specialized cooperatives in Rongxian can catch the opportunities, andimprove their shortage by applying these marketing strategies, emancipate the mind,make innovations in management, make theirselves grow increasingly, and promote the development of the economy in Rongxian ultimately.