Research On Marketing Strategy Of Changyi Ginger

Due to the rapid development of the economy,competition from all walks of life to the market has become increasingly fierce,and competition in the ginger market is no exception.Ginger plays a pivotal role in our daily lives.It is not only a condiment.but also has a high medicinal value and other added value.Changyi Ginger has a long history a large planting area,high yield and high quality.Changyi is the largest ginger production base in Shandong and a well-known ginger producing area in China Although the quality of Changyi Ginger is excellent,the marketing status of Changyi Ginger is not satisfactory.There are some disadvantages such as poor brand culture and brand awareness and backward storage methods.At the same time,there are problems such as inaccurate demand and reasonable pricing.There is a lack of marketing strategies that are consistent with the characteristics of Changyi Ginger These problems and shortcomings have limited the development of Changyi Ginger.Only through a comprehensive analysis and investigation of the development and marketing of Ginger in Changvi area,this paper proposes a marketing strategy to adapt Changyi Ginger which is improved from many aspects.The production and marketing methods of Changyi Ginger can make the Ginger planting industry develop better.According to the current situation of the development of ginger in Changyi area.we have adopted the method of "field research+theoretical analysis" to study the development and marketing of Changyi Ginger.Through on-the-spot investigations at the Changyi Ginger origin.face-to-face interview's with local ginger planting experts and farmers,systematically understand the development status of Changyi Ginger,and have a clear understanding of the existing problemsThrough 4P theoretical analysis,we found that Chaneyi Ginger's marketing strategy mainly focuses on product strategy,price strategy,channel strategy and marketing strategy.On this basis,we use product,price,distribution,and promotion as the criteria layer,and conduct in-depth analysis of these four points.After analysis,we found 16 major factors affecting the marketing of Changvi Ginger and used these factors as indicators.Next,we will integrate these factors,conduct face-to-face questionnaire surveys on ginger planting experts and farmers in Changyi area,and analyze the results using AHP analytic hierarchy process.Through AHP analysis,we found that product strategy is an important strategic factor in all marketing strategies,that is,product development plays an important role in the overall development of Changyi Ginger.Among the 16 influencing factors in the indicator layer,we found that the standardization operation has the highest weight,which should be the most important part of the development of Changyi Ginger.We need to focus on it.In terms of price strategy,supply and demand estimation is the most important factor.The organization of sales channels is the most influential factor of distribution channel strategy.Promoters are the most important factor to improve the level of sales.This shows that we need to develop a unique strategy for the marketing and marketing of Changyi Ginger.Based on the data obtained from field research and model analysis,it is found that many of the core development factors of Changyi Ginger are poorly developed,and many aspects are not well done.On this basis,based on the fuzzy analysis method,we quantify the overall marketing level of Changyi Ginger,and found that the comprehensive evaluation score of its marketing level is 0.4382,and the marketing status is at a general level.According to its development status,we propose corresponding improvement methods for various factors affecting the development of Changjiang Ginger,and optimize the marketing strategy of Changyi Ginger according to the importance degree of the influencing factors.Our method strategy can bring about an increase in income for the Changyi Ginger producer,and bring convenience to the consumers of Changyi Ginger.and promote the development of the ginger industry in Changvi.We used the method of "field research + theoretical analysis" to conduct a comprehensive evaluation and analysis of the development status of Changyi Ginger,found the problems in the development of Changyi Ginger,and proposed a targeted improvement strategy.At the same time,we have put forward more effective solutions to key projects and inferior projects.Our methods and strategies can not only help Changyi Ginger to improve marketing level,but also provide some insights for the marketing of agricultural products nationwide.