Research On Marketing Strategy Of Jiangxi Green Wanjia Farmers Professional Cooperative

As an agricultural country,"The Three Rural Issue" is a problem to be solved in agricultural development in our country.It's significant to deal with "The Three Rural Issue" in the construction of rich our country and powering democratic civilization harmonious beauty.Since the 1980 s,the household contract responsibility system has been the main production and operation of agricultural development in our country.however,with the development of era and people's increasing need of a better life,decentralized farmers selling is not adapt to the rapidly changing marketing economy,thus,makes its struggling in the tide of marketing economy.The farmer specialized cooperatives are born on the basis of the rural household contract management,which provides a new outlet for the scattered peasant households,which greatly promotes the development of China's agriculture.The central government issued a number of "The central number one file" stressed several times to develop specialized farmer cooperatives,such as The Central Number One File in 2016 "on the implementation of the development of new ideas to speed up agricultural modernization to realize the goal of the all-round well-off society several opinions on farmers' professional co-operatives in the new type of agricultural management main body status,development of leisure tourism cooperatives,cooperative finance,cooperative demonstration social construction are expounded.The attention of the central government has promoted the establishment and development of local farmers' professional cooperatives.Shanggao county is the agricultural economy county,the agricultural development condition is advantageous to make all kinds of farmer specialized cooperatives to establish,but the farmer specialized cooperatives that can develop and expand really is very few.Survey found by related visits,the author thinks that the farmers' professional co-operatives of shanggao county mainly four aspects of problems: one is the business scope of services is just one part of the industrial chain has serious disconnect between upstream and downstream;Second,insufficient personnel in management and agro-technical popularization;Third,the financing platform is not high;Fourthly,the development scale is small,and the independent operation service is weak.In the era of marketing economy,the farmers' professional co-operatives wants to develop,must be combined with its own characteristics and advantages to determine marketing strategy,improve the ability of marketing and product competitiveness,such ability in an impregnable position in the intense market competition.In this paper,Green Wan Jia farmers' professional co-operatives development present situation has carried on the investigation and study and analyzes its developing environment and marketing conditions,on the basis of this puts forward the Green Wan Jia marketing optimization strategy of farmers' professional co-operatives.The overall framework of this paper is as follows: firstly,this paper makes a retrospective summary of relevant literatures at home and abroad from the perspectives of the concept,development model and marketing status of farmers' professional cooperatives;Secondly,the basic marketing situation of Green Wan Jia is expounded.The company has set up several leading enterprises in shanggao county and a dozen large cooperative enterprises,and arranged industrial layout around the opening of the industrial chain.In the whole marketing,Green Wan Jia farmers' professional co-operatives to keep unified seed supply,unified technical guidance and protection control,unified formula fertilization,harvest,unified order price purchase of agricultural machinery,and formed a complete set of "production,supply and sales" marketing model;Then we analyze the marketing situation of Green Wan Jia and analyze the advantages and problems in marketing.The author analysis found that Green Wan Jia mainly has the advantages of cooperative advantage of origin,the scale of the co-operative farming industry,market demand of cooperative product functions,advantages and obtaining the government strongly support the advantage of cooperatives.However,in the whole marketing process of the company,there are problems such as lacking marketing awareness,lacking sales talents,low brand awareness and single sales channels.Finally,in view of the problems arising from the Green Wan Jia in marketing,the author respectively from product positioning adjustment,new product development,brand promotion,network marketing to strengthen four aspects of the green marketing strategy optimization.It is necessary to optimize the marketing strategy of the Green Wan Jia farmers cooperatives in the fierce market competition.By improving the marketing strategies of cooperatives to improve their own development,further emancipating the mind and keep innovating,the farmers' professional cooperatives can grow stronger and stronger.