Research On Marketing Strategy Of Ecological Leisure Agriculture

In recent years,with the rapid growth of the economy and the improvement of people's living standard,the change of agricultural production mode and the multi-function expansion of agriculture,the increase of urban life pressure and the richness of agricultural resources,people's demand for relaxed and free life has increased dramatically,Leisure agriculture came into being.With the continuous growth of social economy and people's living standards are increasing,the way of life of our residents is gradually changing,more and more people eager to get out of the house,to the suburbs close to nature,relax and experience the traditional rural life,because of this The rapid increase in demand,ecological leisure agriculture began to develop rapidly.But many eco-leisure tourism project launched,but the competition between the project intensified.The research object of this paper is Yupeng Ecological Culture Park Company located in Liancheng Town,Guzhen Town,Bengbu City.This paper adopts the research method of combining theory with positivism,qualitative and quantitative research,including the basic situation analysis,market environment analysis,marketing strategy and problem analysis.Yupeng ecological culture park companies wants to build famous brand of leisure agriculture area,but there are still some problems in marketing.Therefore,the author through the field visits to collect first-hand information,the use of research methods,literature analysis,statistical analysis,the article specifically from the following aspects: First,Yupeng ecological culture park company's basic profile;Second,corporate marketing activities Facing the macro and industry competitive environment;Third,the internal and external situation of their own enterprises;Fourth,Yupeng ecological culture park products,brands,channels,promotions and other aspects of marketing strategy.During the process of analysis,Yupeng Ecological Culture Park Company product marketing both advantages and disadvantages coexist,while facing the government support efforts,the improvement of living standards,the regional market competition is the main challenge.At the same time,Yupeng company in the marketing there is still a sense of marketing thin,the quality of personnel is not high,marketing planning a single series of problems.In order to seize the opportunity to solve the practical problems in marketing,the paper puts forward some marketing strategies such as brand individualization,channel diversification and activity promotion.Hope Yupeng ecological culture park company in the market environment in the rational use of good marketing strategy to further enhance their marketing capabilities.At the same time,in order to enhance the competitiveness of related industries in Bengbu City,as well as the marketing strategy theory in practice to provide feasible recommendations.