Research On Marketing Strategy Of Dakun Family Farm

Unceasingly along with our country economy development and people's living standards improve,people pay attention to how to solve the problem of food and clothing from the transition to the quality problem of how to better improve the quality of life more and more people want to use in our daily life to pure natural green pollution-free high-quality food,thus promoting organic agriculture and organic agricultural products and food production is an important way of agricultural production of organic agricultural products in the world in two decades of the 20 th century,foreign scholars research on organic produce earlier than our country,but over the past 30 years,organic agricultural products in our country develop faster.As one of the most popular food products in the Chinese rice,rice quality requirements are constantly improve,along with our country agriculture FuNong policy releasing,and increase of market demand for organic rice,organic rice producer on the market in our country increases year by year some organic rice production enterprise is the leading enterprises in the market,such as wild grain,farm group,etc.,such enterprises limited and more organic rice production was pioneered by local farmers spontaneous,small in size,this kind of enterprise number Organic rice production of small and medium-sized enterprises in the industry more competitive,companies such as the production of organic products,the quality of the good and bad are intermingled,some organic rice production companies,and does not use the organic production in the form of plant but using organic rice logo to sell this kind of behavior of organic rice industry,small and medium-sized manufacturing enterprises in the credibility has a great influence on the market,reduce the part of consumers on the quality of the small and medium-sized manufacturing enterprises organic rice trust degree,more organic rice production has weakened the small and medium-sized enterprise competitiveness in the market Dakun family farm is an organic rice production enterprise independently established by farmers.The enterprise has been established for a short time and the production scale is small.Now it is still in the development stage.Based on Dakun family farm,as the representative of the small and medium-sized organic rice production enterprise analysis of organic rice production of small and medium-sized enterprises in the process of development,produced by using the theory of market environment analysis and the STP analysis of macro environment and micro environment,using the theory of 4 p and business canvas tool for Dakun family farm from product strategy,price strategy,channel strategy and promotion strategy from four aspects,improvement on a marketing strategy On the one hand,it can provide some reference for the marketing strategies of small and medium-sized organic rice producers and make reasonable Suggestions for the development of organic rice market.On the one hand,to improve the competitiveness of organic rice production enterprises in the market,to adapt to the future development of marketing strategies;On the one hand,improve the profitability of enterprises,encourage more farmers to start their own businesses,and contribute to the development of China's agriculture and economy.On the one hand,it is suggested that small and medium-sized organic rice producers should improve product quality and pay attention to food safety,so that consumers can eat truly green and healthy organic rice.