Marketing Strategy Research Of Dendrobium Officinale In FJ Agricultural Company

According to the "Research Report" 2016-2022 years China Dendrobium in-depth market analysis and development strategy in 2015 showed that Dendrobium market size has reached 335 billion yuan,the annual average growth rate has exceed 10%.although the construction of standardized cultivation demonstration base,the company tries to establish a highly efficient operation that bases,farmers were involved in the eco efficient comprehensive cultivation cultivation and sales system,FJ agricultural company that product Dendrobium mainly is facing the problem of marketing channel and development is not perfect and Dendrobium market information asymmetry,which greatly reduced the market competitiveness of enterprises.Considering the macro,micro and micro environment that the FJ company's main product of the Dendrobium candidum faces in the process of going to the market,the marketing of the Dendrobium candidum products of FJ agricultural company needs new ideas.This paper analysis the macro environment and micro environment brings opportunities and threats FJ agricultural companies use PEST analysis and five forces model,pointed out the opportunities and threats of the future development of the company's influence,to avoid threats,seize the opportunity;using the theory of STP by market segmentation,target market selection and market positioning,the use of SWOT the analysis focused on the advantages of resources and ability to explore market opportunities,effectively carry out marketing work,improve economic efficiency;the best use 4Ps theory to FJ agricultural company of Dendrobium product strategy,pricing strategy,channel strategy,promotion strategy and service strategy to improve.After the perfect marketing strategy can make the FJ agricultural companies weaknesses,improve the market competitiveness of health care products sales and agricultural products company FJ Dendrobium direct selling industry marketing management implications of front-line marketers,at the same time,the research department managers and scholars also have reference significance.