Study Of Yanling County Yellow Peach Marketing Strategy

Characteristic agriculture in China can be traced back to tribute system, which enjoys a long history. At present, in the theory of green agriculture, industrialization and modernization of agriculture, a couple of featured agricultural products have been arisen. Such as Gannan navel orange, The West Lake longjing tea, Panjin rice and so on. The characteristic agriculture in China is still in the early stage of development, through developing characteristic agriculture, to ensure the agricultural products will enter into the common people’s family, and meanwhile, promote farmers’ income.Yanling county, located in Zhuzhou in Hunan Province, is a national poverty county as well as a red revolutionary base. This region has analyzed its own feature, and combined with mountain natural environment, followed characteristic agricultural pathway, consequently, developed its own characteristics in terms of peach cultivation. This article aims at analyzing peach characteristic agriculture and existing peach marketing problems, using the modern agricultural marketing theory to come up with marketing mix strategy of Yanling yellow peach.Though analyzing the marketing of characteristic agriculture of Yanling yellow peach from nothing to superior, as well as analyzing the theory of related agricultural products, in order to find out the problems and shortages of the marketing of Yanling yellow peach, therefore, put forward suggestions and strategies.Several methods have been used in this article, in terms of literature review, research and case study. Through analyzing the marketing strategy of Gannan orange and Korla fragrant pear, proposing a series of methods regarding marketing strategy of Yanling yellow peach. To illustrate, accelerating the construction of production base, improving brand image, implementing agricultural standardization and industrialization; In addition, improving sales channels, developing agriculture-supermarket channel, order agriculture, tourism agriculture, network marketing; Also, enhancing promotion methods, investing in advertisement, organizing agricultural products exhibition, Yanling Peach Blossom Festival, Yanling Yellow Peach Festival; And, innovating sales model, conducting EMS sales and pre-sales, strengthening the claim of fruit trees, new media marketing; Moreover, strengthening government service, increasing policy support, innovating resource allocation, enhancing scientific research, establishing the prevention and control of diseases and pests, improving agricultural quality supervision and insurance system, supporting yellow peach companies go on the market and becoming listed companies. In general, the construction of the marketing strategy of Yanling yellow peach, needs a lot of cooperation from the government, peach association, peach cooperatives and farmers so that Yanling yellow peach to be delivered out of Hunan, and to the country, and becoming nationally famous.