Research On Agricultural Products Marketing Strategy Of FN Company

With the continuous improvement of living standards,fresh agricultural products as the necessities of life,its demand has also gradually increased.In particular,the demand for green and healthy agricultural products has also gradually increased,which has played a good role in promoting the development of China's fresh agricultural products industry.Faced with fierce competition in the agricultural products market,this article takes FN company's agricultural products as the research object,combined with the relevant theories of marketing,through field research,literature investigation,case analysis,comparative research and other research methods,according to FN's actual agricultural product market operation,Based on the analysis of the internal environment and external environment of FN Company,we use Porter's Five Forces Model and SWOT analysis method to analyze the marketing of Company's market from the aspects of product strategy,price strategy,channel strategy and promotion strategy Strategy research and analysis,and put forward scientific and optimized marketing strategy of agricultural products and safeguard measures.This paper is divided into six parts.The first part of the introduction mainly discusses the research background,research significance and research process of this paper.It also analyzes the research results of domestic and foreign experts and scholars on marketing strategy of agricultural products,and puts forward research methods,research contents and innovations of research.The second part mainly talked about FN's marketing environment analysis of agricultural products.First,this chapter analyzes the macroeconomic environment of FN from political,economic,technical,and social aspects.Second,based on Porter's five-force model,it analyzes the bargaining power of alternatives,new entrants,and buyers.Bargaining power and existing competitors conducted an analysis of the industry's competitive environment;again,from the analysis of FN's internal marketing environment,conducted an in-depth investigation and analysis of the overall situation and marketing status of FN,and obtained the FN company's market for agricultural products.The problems in marketing are the weak brand awareness of the company,the low degree of market organization of the product,the lag in online marketing,and the backwardness of the company's business management model;finally,the company' s internal and external environment is analyzed through SWOT and relevant in conclusion.The third part mainly talks about the marketing strategy analysis of FN company,mainly analyzes the company's development goal and STP strategy,and analyzes it from three aspects:market segmentation,choice of target market and market positioning.Through the market segmentation according to consumer income status,education level,gender-age family structure,and consumer interest,women,middle-aged and old-aged consumers,white-collar workers,and middle-and high-income people are identified as the target consumers of the company.The medium and high-end market,women and mother-and-child market,middle-aged and old-aged market,and tourism market are the target markets for the enterprise's development.It is concluded that at this stage,the enterprise should rationally use the differentiation strategy to image the characteristic agricultural products and products,etc.Market positioning.The fourth part mainly talked about FN's agricultural marketing strategy.Based on the 4P marketing theory,the company proposes marketing strategies for products,prices,promotions,and distribution,and analyzes the company's brand strategy,packaging strategy,product mix,and new product strategy.The main analysis of the company's rouge pricing strategy and infiltration pricing strategy,in the channel strategy to analyze the development of a number of new channels for the enterprise,marketing strategies to analyze the various conditions suitable for the specific circumstances of the enterprise,the company's marketing strategy for the Must improve.The fifth part mainly talks about the guarantee of FN company's implementation of marketing strategy,and analyzes the marketing strategies for successful implementation of the company,and the company should have and improve some of the safeguard measures.The sixth part is the conclusion.This standard provides a strategic basis for FN company marketing in agricultural products,but also provides reference and inspiration for the marketing strategy of other agricultural products enterprises.