Research On The Improvement Of Agricultural Product Marketing Strategy Of Shaanxi Sanyou Company

Agriculture is the basic industry which provides support for the construction and development of national economy.China has been a country dominated by agriculture since ancient times.It is a major producer of agricultural products throughout the world as well as a country rich in wild plant resources.Agricultural products are the most basic and most frequently consumed product in people's daily life.With the improvement of people's living standards and awareness,people's attention to healthy eating is increasing day by day,and people's health-preserving eating habits are also moving towards comprehensive nutrition and green health.People nowadays have to face a lot of radiation from mobile phones,computers and various machines in their daily life and work.As a natural wild plant resource,acorns have great value to be put into use.The active polyphenols contained in them are anti-aging,they can remove free radicals,improve immunity,and remove heavy metals from the human body.Acorns are very beneficial to people's health.The rise of the acorn industry is of great significance.Sanyou Company's acorn processing products are in increasing market demand due to its green and natural pollution-free nutrition and health care.It is a rising "sunrise industry" and a leading enterprise in the acorn processing industry in Shaanxi Province.However,the company is still in the early stage of development.Based on this background,this thesis studies the improvement of the marketing strategy of Sanyou Company's special agricultural products.This thesis conducts questionnaires and market research on consumers,and uses the survey results and a large number of references as the basis for analysis,and gives suggestions for improvement and measures for related strategies.First,the basic overview of Sanyou Company is introduced.The company's macro environment is analyzed by using PEST analysis.The company's competitive environment is analyzed through Porter's five forces model.Then analyzes the company's internal environment from the company's organizational structure,staffing,resource culture,etc.Based on this,the company's advantages,disadvantages,opportunities and threat are analyzed through SWOT analysis.Moreover,Internal-External Matrix is used to further judge the internal and external environment of the company,and it can be concluded that Sanyou company is in a good development situation.Through questionnaires,a more comprehensiveunderstanding of the consumer situation,combined with the above environmental analysis,the company's special STP positioning of agricultural products will position the company's consumer groups as well-educated people,consumers with good income and elder consumers.Through the investigation and analysis,the improvement plan of the marketing mix strategy is proposed from the aspects of products,price,place,promotions,people,physical evidence and process.Finally,in order to ensure the effective implementation of the marketing strategy improvement plan,this thesis proposes safeguard measures through establishing customer demand strategy,improving human resource management,establishing effective feedback mechanism,and improving marketing management system.This thesis states the marketing concepts and measures of special agricultural products in Sanyou company from a lot of respects.It provides a brand new perspective for the sales of the agricultural products of the company.It also has some reference meanings for the continuous development and the improvement of the sales strategies.