Research On Marketing Strategy Of Zhoushan Agricultural Products

With the continuous development of the rapid growth of China’s economy and society,the marketing situation of domestic agricultural products have more obvious changes, thischange is mainly manifested in the agricultural products supply changed from shortage tosurplus; the demand of consumers enjoy change under the quality type from the survivalquantity type single to comprehensive; trading market transition from farmers market tothe supermarket. There is a choice of marketing strategy of agricultural products hasgradually become the core of the most important in the development of agricultural system.Zhoushan agricultural products marketing through the exploration and constructionfor many years, the development and progress of the obvious, agricultural productmarketing system has been basically established. But the problem with the short faced atthe same time there are many: such as the consciousness of producers of agriculturalproducts market is not strong, market organization degree is low; the production andmarketing of agricultural products link is not close, the disjunction between; part of theleading enterprises, cooperatives and other professional marketing body weak, withfarmers and market development ability is limited; agricultural standardization and theagricultural product brand construction process is relatively slow, the overall quality levelof agricultural products is low, the market competitiveness is weak and so on. In the face ofdrastic market competition environment, Zhoushan’s agricultural products to gain a furtherbreakthrough and development, the key lies in the marketing to solve the problem ofagricultural products.In this paper, through the analysis and Research on the situation of Zhoushanagricultural products marketing, grasp the overall effectiveness of development based onthe analysis of existing problems, and put forward the corresponding policyrecommendations and marketing strategy. The research results show that with theestablishment of the islands of Zhoushan New District, Zhoushan agricultural to participatein domestic and international cooperation and exchanges, the development of regionalcharacteristic agricultural products, provide new opportunities and broad stage, but also tothe Zhoushan agricultural product market competition and the challenge brought huge.Zhoushan agricultural product development positioning for the future is to focus ondeveloping the marketing development advantage of industry of agricultural products,agricultural products marketing development new pattern has characteristics in seeking and exploration, should pay attention to the support of the government and the marketcoordination combined operation mode; to fully rely on the island resources, follow themarket direction, according to the potential market of agricultural products demand for thedevelopment of agricultural production in Zhoushan, optimize the layout; in addition, butalso actively implement adaptation of Zhoushan agricultural products marketingdevelopment of product strategy, brand strategy, channel strategy, international marketingstrategy and a series of marketing strategy, breed cluster a group with strong domestic andinternational market competitiveness of Zhoushan agricultural product brand and industry.Hope this article has a benefit to promote Zhoushan characteristic agriculturalindustrialization development, construction of marketing system of agricultural productsand the process of modernization of Zhoushan "Agriculture, Rural areas and Peasantry".