Study On Marketing Strategy Of Hehelonghu Crabs In Xiangyin County

With the rapid development of the national economy,people's consumption capacity is increasing,consumption constantly updated,consumer goods gradually variety.This crab originally small luxury aquatic products has gradually become a popular consumer products,crabs breeding industry has also expanded rapidly.Xiangyin,Hunan and even the whole country as an important aquatic products breeding base,crabs relative to other industry area is slightly behind.With the continuous development of Xiangyin economy,the regional economic status is rising,providing a hard copy of the opportunity for the development of Helonghu crane crabs in Xiangyin.Using modern marketing theory,this paper puts forward the marketing strategy of Helonghu hairy crabs of Xiangyin from the angle of industrial development.The research of this paper can provide some reference for the research of Helonghu crane in Xiangyin.This paper mainly includes the following parts:firstly analyzes the background of this study,explains the practical significance of this research,research methods and research steps;second,involved in the theory of this paper reviews and summarizes from two aspects of marketing and marketing of agricultural products,the theoretical basis of the research;third,the article analysis Helonghu crane crab market marketing environment,including macro environment,industry environment;fourth,analyzed the status quo of Helonghu crabs in Xiangyin,combined with environment analysis and analysis of the current situation of the formation of SWOT matrix analysis table;fifth,on the Helonghu hairy crabs of Xiangyin market segmentation,the target market of Helonghu crabs in Xiangyin,and puts forward its market positioning;sixth,based on the "4Ps" marketing theory put forward Helonghu hairy crabs of Xiangyin industry marketing strategy with crabs Implementation strategy;seventh,put forward the supporting measures of Helonghu hairy crabs of Xiangyin mitten crab industry development,mainly including government,enterprises,farmers three levels.Finally,this paper made a summary of this research,pointed out the shortcomings of this study and the future research direction.The paper draws the following basic conclusions:(1)Helonghu hairy crabs of Xiangyin overall development opportunities outweigh threats,development advantages outweigh disadvantages;(2)Helonghu hairy crabs of Xiangyin should adopt a centralized marketing strategy.The target market is mainly the mass market in the province,and the Changzhutan market is the core market;(3)the market positioning of Helonghu hairy crabs of Xiangyin is "the supplier of Hunan hairy crabs mass market",and therefore formulate its marketing strategy;(4)Helonghu hairy crabs of Xiangyin development needs the government,enterprises,farmers comprehensive cooperation in three aspects,the government should formulate the overall development plan,and to promote awareness in investment,optimize the market environment,intensify its efforts;enterprises should pay attention to the brand,talent,management system construction to improve the comprehensive quality of farmers;.