Research On Marketing Strategy Of Haiyang Featured Agricultural Products

In recent years,various types of featured agricultural products have been developed according to local conditions,which have been widely promoted in the vast rural areas of China.Significant results have been achieved in adjusting the rural economic structure,improving the quality of agricultural products and improving the utilization rate of agricultural resources.But in the case of abundant supply,the fierce competition between businesses is not only confined to commodities,but also to consumers.The influence of consumer’s behavior on commodity sales is particularly critical.Only commodities catering to consumer’s needs can obtain a wide enough market.Starting from the theory of modern marketing management,before any industry gains significant profits,first of all,it is necessary to determine the correct marketing strategy and study consumer’s behavior.In order to provide some practical and reliable references for cities that mainly sell agricultural products,this paper takes the featured agricultural products of Haiyang City as an example,and from the perspective of consumers,analyzes the specific influencing factors of consumers’ behavior on the featured agricultural products of Haiyang City,and then puts forward marketing strategies for small and medium-sized agricultural cities that are suitable for our environment from the perspective of consumers.This paper first reviews the definition of consumer behavior and the development of marketing strategies.Then,taking Haiyang City as an example,it introduces the development and marketing status of agricultural products and featured agricultural products in Haiyang City.After questionnaire,it uses SPSS software of regression analysis and correlation analysis and other analysis tools to launch the questionnaire.Data area specific statistics and analysis,from which we can get the important factors affecting customer behavior.According to the important factors,we build a model and formulate the marketing strategy of Haiyang featured agricultural products based on customer behavior.Through statistical analysis,it is concluded that the correlation index between sales promotion,products,place,prices,personnel,process and environment and the consumer behavior of characteristic agricultural products in Haiyang City is relatively high,among which the product factor has the greatest impact on the consumer behavior of characteristic agricultural products in Haiyang City.In order to maximize the profits of Haiyang’s characteristic agricultural products,according to the results of statistical analysis of the data,this paper puts forward the optimization suggestions for the marketing strategy of Haiyang’s characteristic agricultural products,which mainly include seven aspects: the product aspect,the implementation of fixed product marketing,the promotion of product quality,branding strategy,and product greening strategy;In terms of price,differential pricing strategy and step-by-step pricing strategy;In terms of promotion,we should strengthen the cooperation with the media that the target customers often come into contact with,increase the intensity of advertising,strengthen relationship marketing,use large-scale activities to shape the image and develop the exhibition economy.In terms of place,direct contact with end consumers and community marketing are carried out.Strengthen cooperation and broaden place.Network electric shock,broaden the network sales place;In terms of personnel,strengthen the training of logistics talents and build a network promotion talent system;In terms of process,pay attention to the whole process of service provision and set clear standards;In terms of material environment,experiential marketing activities are carried out to improve the shopping environment of consumers and improve the service quality for all customers.