Research On Marketing Status And Countermeasures Of Wolfberry In Jingtai County Of Gansu Province

In the process of implementing the strategy of rural revitalization strategy by the Party Central Committee,the development of rural economy has become the key to winning the strategy.It is imperative to work hard in the industry which can thrift the village.As one of the suitable crops in Jingtai County,wolfberry has promoted the development of the local economy.However,at the same time when the industry is being upgraded,the marketing of wolfberry has not kept pace with it.As a branch of marketing,agricultural product marketing provides consumers with products and services within the scope of agricultural products to meet the needs of consumers.Wolfberry as one of the agricultural products,with the continuous improvement of consumers' health needs,they should realize their own value through marketing strategies,bring economic profits to the producers and operators,and promote the improvement of the economic level.The paper mainly adopts the method of literature research to analyze domestic and international theories about marketing and agricultural product marketing,and combines field investigations and research to analyze the current situation of Jingtai wolfberry industry and marketing,and obtains the marketing optimization methods of Jingtai wolfberry through the grasp of experience about the competitor Ningxia.The paper consists of five chapters in the structure: chapter 1 Introduction,mainly including the research background,research significance,research methods and research status at home and abroad,innovation and inadequacies,and so on;chapter 2 summarizes relevant basic theories,including the definition of the core concepts of marketing,agricultural products marketing and the analysis of basic theories;chapter 3mainly focuses on the current situation of Jingtai wolfberry industry,the status quo of marketing,and the problems existing in marketing.The problems in marketing mainly include: the combination of products is not perfect,the brand is not prominent,the marketing channels are too long,the promotion methods fall behind,the product market pricing has no advantage;chapter 4 describes the industry and marketing dynamics of the Ningxia wolfberry industry.Further introduce the experience that Jingtai wolfberry should learn from.Based on the discussion and analysis in the previous chapters,chapter 5 mainly focuses on Jingtai wolfberry marketing strategy from the 4P marketing theory which centering on product strategy and the 4C marketing theory which centering on customer,optimizes the marketing strategy,and joins advanced marketing theory.It is hoped that Jingtai wolfberry will be widely known through this study,meet the high-quality demands of consumers,enhance the local economic level,and quickly realizethe rural revitalization,and provide certain practical references for the marketing of agricultural products.