Research On The Marketing Strategy Of Jinzhao Farm Based On SWOT Analysis

With the progress of the society,people’s pursuit of life is also gradually improved.In recent years,the farm model has become one of the main ways to build a beautiful countryside.Farms are generally located in the outskirts of the countryside or the outskirts,with the help of the local natural environment,urban residents rare characteristics of the rural style as a highlight,into a collection of local folk.Can provide visitors or tourists with local characteristics of the visit,entertainment,catering and accommodation.Farms are growing fast,but their main source of income is still agricultural products.At present,although the number of farms is increasing,but the sale of farm produce is still the main problem that troubles the new farmers.High cost and difficult sales have been one of the main obstacles to the development of leisure farm industry.Brand community theory is a new trend of the development of the current sales industry,and some new farmers and enterprises have started to rely on the community for sales exploration,and have achieved certain results.Brand community theory is more in line with the needs of agricultural products sales under the mode of farm.In this regard,this paper,by reading and sorting out a large number of relevant literature,starts from the actual situation of today’s farm,analyzes the influencing factors in all aspects with the help of SWOT analysis method and STP theory,and proposes the marketing strategy of today’s farm products.Firstly,this paper expounds the research background and significance of the paper,summarizes the current situation and development trend of farm agricultural product sales industry,and determines the research contents and methods of this paper based on the theoretical achievements of experts and scholars and the development situation of China in recent years.On the basis of SWOT analysis,this paper analyzes each link of its agricultural product sales process and analyzes in detail the advantages,disadvantages,opportunities and threats of all aspects of the farm.Secondly,combining with the traditional marketing mode and the new direction of the brand community,the new ideas of farm agricultural products marketing are put forward.Finally,through the market,the program,the capital,the personnel,the cultura aspect marketing strategy combination proposal guarantees the present farm product marketing strategy effective implementation.