Research On Marketing Strategy Of Farmers' Professional Cooperatives

The research on marketing strategies of farmers' professional cooperatives in China is still in its infancy,but at present,domestic research on marketing theory is mostly limited to industry and service industries,and rarely involves the fruit industry.Therefore,studying the marketing strategy of farmers' professional cooperatives in China,giving full play to the advantages of cooperatives and improving the marketing ability of rural professional cooperatives have an important guiding role for Wendeng cooperatives in the marketing process of kiwifruit.In the research of this paper,firstly,the relevant theoretical basis and research progress at home and abroad were introduced.Then,the marketing environment of kiwifruit agricultural product professional cooperatives was analyzed,and the basic situation of Wendeng kiwifruit agricultural cooperatives was introduced.The PEST analysis and Porter's five-force competition model were used to analyze the macro-environment and competition environment of the kiwifruit cooperative,and the advantages,disadvantages,opportunities and challenges of the kiwifruit cooperative were analyzed by SWOT method.Thirdly,the status quo and problems of the marketing strategy of Wendeng Kiwifruit Cooperative were analyzed in depth.The evaluation system of marketing strategy success degree was established.The weights of each index were calculated by using the analytic hierarchy process and the entropy weight method.Then the fuzzy evaluation method was used to market the Wendeng Kiwifruit Cooperative.The strategy was comprehensively evaluated,and the key factors affecting the success of the marketing strategy were pointed out.Then,based on the results of the fuzzy evaluation,the targeted optimization strategies were proposed from four aspects:product strategy,price strategy,channel strategy and promotion strategy.Finally,the main findings of this paper are summarized.