Research On Marketing Strategy Of Sweet Potato

Qiaotou sweet potato in Shatu village,Qiaotou town,Chengmai county,Wang wenke introduced excellent seeds and seedlings,took "rich selenium" as the product characteristic,and adopted the methods of tasting in various residential communities in haikou for marketing,which was a successful agricultural product marketing case successfully promoted in hainan island.But the marketing concept of Qiaotou sweet potato is weak,The majority of sweet potato planting is farmers,The scale of farmers' decentralized operation is small,high transaction costs,Brand protection awareness is not strong,Lack of professional marketing talents,The existing marketing system has too long distribution channels,Which is not conducive to the large-scale promotion and popularity improvement of Qiaotou sweet potato.Most of the existing marketers are farmers,Lack of professional agricultural product marketing knowledge and theory.How to improve the marketing strategy,It becomes an important problem that needs to be studied and solved.In the process of investigation and research,Research methods such as consulting relevant materials,questionnaire survey,field visit,individual interview and combination of empirical evidence and theory were adopted.Combined with the concept of marketing and marketing theory,Analyze the existing production and operation mode,consumer segmentation and marketing channels of Qiaotou sweet potato.I found that the marketing strategy of Qiaotou sweet potato has a shallow foundation,Many problems followed,For example,the price is not uniform,the packaging box is not uniform,the product adulterates seriously,the product quality is uneven,the product value enhancement is insufficient,the brand protection consciousness is not strong,etc.To address these barriers,The article puts forward the improvement of marketing strategies such as product diversification construction,sweet potato brand construction,development of processing industry,uniform pricing and sales,implementation of liposuction pricing method,development of agricultural and supermarket connection,tourism agriculture,advertising and promotion,agricultural products exhibition and sales,and holding sweet potato festival.This article from the perspective of management,in-depth analysis of the marketing of featured agricultural products,based on the work experience and research of the Qiao tou sweet potato,find out the successful marketing experience of featured agricultural products explore the significance of marketing model of qiaotou sweet potato for other regional characteristic agricultural products,to promote the development of marketing of special agricultural products in Hainan province.