The Marketing Strategy Optimization Research Of XY Farmers Professional Cooperative

With the rapid development of modern agricultural economy,the market demand for agricultural products is changing constantly,and the marketing of agricultural products also presents a new trend.Farmers' cooperatives are the inevitable outcome of the development of agricultural economy in China.They are mutual economic organizations which set up voluntarily by farmers.They provide members with services such as purchase of agricultural production materials and sale,storage and processing of agricultural products.At present,the farmers' cooperatives in China are tending to be corporatized and standardized,and more and more attention is paid to the sales of agricultural products.This paper takes XY Farmers'Cooperative as the research object,comprehensively uses SWOT and other analysis methods to make a reasonable analysis of the macro environment,micro environment and internal resource capacity of the cooperative,so as to design a clear market operation for the cooperative.STP strategy and 4Ps marketing theory were using in the paper to design the corresponding marketing strategy.There are six parts in the paper.The first part is the introduction,background and significance of this study would be introduced.It combs the relevant theories of marketing and the literature review on the development of farmers'cooperatives,the evolution of marketing theory and the development trend of agricultural products marketing at home and abroad,and introduces the research content and research methods.The second part studys the current problems of agricultural product marketing of XY farmers' cooperatives.The third part analyses and judges the macro environment and micro environment of agricultural product marketing of cooperatives,and concludes the SWOT matrix.The forth part carries out STP positioning based on the above analysis of agricultural product marketing of cooperatives.The fifth part combines and develops the product strategy,brand strategy,price strategy,channel strategy and promotion strategy respectively.The sixth part clarifies the necessary safeguards to ensure the implementation of marketing strategies.This paper is aimed to provide a reference for the marketing strategy of regional farmers' cooperatives.