Research On Optimization Of Marketing Strategy For Agricultural And Sideline Native Products Of Chongqing Airport

Nowadays,Chongqing focuses on the high-quality development of agriculture,vigorously promotes the brand construction of agricultural products around the featured agriculture,and develops the featured agriculture based on regional resources.Among them,the development of characteristic local products industry is particularly rapid,is more scale,brand forward.Chongqing airport is not only an important comprehensive transportation hub of chongqing,but also an important window for the display and sale of agricultural and sideline special products in chongqing.Due to the inflexible marketing strategy,the single channel and other problems,its annual sales growth rate cannot catch up with the 9% annual throughput growth rate of chongqing airport,even cannot break through 5%,and the sales growth lacks momentum.Therefore,we need to combine with the current situation of chongqing airport,optimize the marketing strategy of characteristic local products.This thesis takes chongqing airport marketing strategy as the research object,Through the analysis of the five dimensions of product,price,channel,promotion and relationship strategy,the problems in product strategy,price strategy,channel strategy,promotion strategy and relationship strategy are concluded.At the same time,through PEST analysis of the macro environment of characteristic local products in chongqing airport,marketing strategy optimization scheme and corresponding safeguard measures under 4P and 4R are proposed.The conclusions of thesis are:First,in the product strategy,market-oriented adjustment of product categories and packaging.Second,in terms of promotion strategy,to expand network influence and strengthen advertising.The third is in the price strategy,the goal is reaching the same price standard in chongqing.Fourth,in the channel strategy and relationship strategy,to build chongqing airport frequent-flier system as the center,expand online sales channels and strengthen customer management,to dig deep passenger value.Fifth,in view of the existing shortcomings,it is proposed to strengthen brand management,segment customer market,improve the data platform,ensure service quality,strengthen market forecast,and cultivate marketing team are a series of guarantee measures for marketing strategy optimization.It is hoped that the thesis can not only provide practical guidance,but also provide theoretical and practical reference for the marketing of commercial resources of chongqing airport.