Study On The Marketing Strategy Of Taxus Chinensis Seedling In Yongjia County

As a unique tree species in China,the market demand of the southern Chinese yew is stable and it has a good market prospect.Yongjia County is an important production area for the cultivation and harvest of Chinese yew,however,in which the development of yew seedling industry is not smooth,and there are many problems.Under this situation,in order to promote the development of the seedling industry of Chinese yew in Yongjia County,it has conducted the exploration starting from the exploration of marketing model of professional cooperatives for the Chinese yew in the county.Firstly,based on the existing marketing model theory,it analyzes and compares the research status of farmers' professional cooperatives and characteristic agricultural products at home and abroad through the literature research method.Then according to the results of the study and the marketing model of general products,This paper summarizes the characteristics of marketing activities of characteristic agricultural products,such as instability,high demand of marketing channels,plasticity of product demand and decentralization of marketing main body,analyzes the marketing situation of agricultural products with channel marketing mode as the core,and analyzes concretely the two marketing methods of e-commerce marketing and entity marketing and their shortcomings.Then,the author investigates and consults the relevant materials to understand the current situation of farmers' professional cooperatives and explains the reasons why farmers' professional cooperatives are regarded as the main body of marketing,and combines the information obtained from interviews and questionnaires with relevant personnel of farmers' professional cooperatives,The paper analyzes the specific marketing strategies under the entity channel with the 4Rs marketing theory,and analyzes the marketing strategies under the e-commerce channel with the 4Cs marketing theory.Then,it proposed to select the “cooperative + market” marketing model as the main sales channel in the initial stage,and arrange e-commerce model running through the whole process of yew seedling marketing.After the certain scale is formed,the “social enterprise cooperation” and “franchise store direct sales” models are selected as a supplement channel.The above model mentioned above are used to promote the marketing quantity and scale of the Chinese yew seedlings in Yongjia County.The author also believes that it is also necessary to strength the member training to improve the marketing ability of members.Secondly,various effective marketing methods are needed to increase the value of Chinese yew seedlings,thereby to gain advantages for making profit when selling,and extending outside and inside the industry of Chinese yew seedlings.Green marketing,cultural marketing,and logistics services is also needed to increasing the value of the Chinese yew seedlings,at the same time it is also necessary to pay attention to brand power and vigorously develop brand strategy,in order to guarantee the success of the marketing of Chinese yew seedlings in Yongjia County farmers' professional cooperatives.The above research has provided some theoretical support for the marketing of Chinese yew seedlings in the yew farmer's professional cooperative,and provided opinions and suggestions,which has certain practical significance for the development of its marketing activities.Of course,limited by work experience and knowledge level,and the operability of the comments provided by the author is needs to be further improved.