On The Marketing Strategy Of Taiwan Agricultural Products In Fujian By Taking RT-Mart Shopping Plaza As An Example

In recent years,the cross-strait trade contacts are closer.An increasingly number of Taiwan agricultural products enter Chinese Mainland market and the marketing of Taiwan agricultural products in Chinese Mainland has received great attention,especially in Fujian,which is geographically close to Taiwan.How to make full us of the advantages while marketing Taiwan agricultural products and how to provide insights for other regions in Chinese Mainland are the issues to be discussed.On the basis of describing relevant marketing theories,the paper uses 6P theory as the framework and takes Fuzhou RT-Mart Shopping Plaza as an example to describe the present situation and existing problems of Taiwan agricultural products marketing in Fujian,and discusses the marketing strategy options.According to the above analysis,the paper puts forwards the corresponding countermeasures and suggestions to promote the marketing of Taiwan agricultural products in Fujian.Firstly,the paper begins with the introduction of the research background and implications.Main research contents and methods are put forward.The literature review mainly covers the current situation of the Taiwan agricultural product marketing,the existing marketing system construction experiences of Taiwan,and marketing strategy options.Secondly,after brief description of the questionnaire,the paper analyzes the current situation of marketing Taiwan agricultural products in Fujian.By using 6Ps(product,price,channel,promotion,public relations,and political power)as the structure,the paper analyzes the situation on the above 6 factors respectively bases on the questionnaire survey results of RT-Mart.Thirdly,based on current situation description of Taiwan agricultural products marketing in Fujian and following the 6Ps structure,the paper discusses the marketing problems by taking the questionnaire results of RT-Mart.The problems include limited product varieties,high prices,inadequate marketing channels and promotion,non-full use of public relations,and unstable policies.Fourthly,the paper discusses the marketing strategies.It is necessary to increase the categories of Taiwan agricultural products,improve product packaging,change the circulation pattern to reduce prices,and take advantage of the emerging agricultural products circulation modes such as direct sales and electronic commerce to cultivate agricultural market and improve marketing information platform.It is advisable to enhance the promotion of Taiwan agricultural products by making use of professional sales,large portal,and Microblog and Wechat.It is important to manage the relationships among different marketing stakeholders and promote marketing through public service activities.The government should guarantee the stability of the policy and enhance the intensity of preferential policies.