Research On JY Farm Experiential Marketing Strategies ——Based On The Perspective Of Multifunctional Agriculture

Experience economy has become an important new economic form in China.The concept and mode of experience marketing in this new economic form has aroused people’s extensive interest,and also innovated people’s understanding of traditional marketing.It is an innovative expression of the traditional marketing concept and practice keeping pace with the times.This kind of business philosophy makes experiential marketing pay close attention to the perceived value of consumers,which has become a new consumption mode accepted by customers.It is an effective way to develop and lock customers,make customers form loyalty to products and form recognition degree to enterprises.The research on the comprehensive efficiency of modern agricultural management from the perspective of multi-functional agriculture is the criticism and sublimation of traditional concepts.It is believed that agricultural production and operation activities not only refer to the pursuit of economic efficiency in the process of operation,but also have multiple values of cognition and experience from food safety,ecological environment,social culture and other aspects.JY animal husbandry company is a state-owned specialized and large-scale breeding enterprise,which mainly breeds the national livestock and poultry genetic variety "black goat".At present,the company is facing a severe situation,such as the economic downturn of the target market,the huge impact of e-commerce platform on entities,and the threat of similar products imported from abroad,which have formed obstacles to the sustainable development of the company.On the basis of summarizing and drawing lessons from the classical marketing theory,this dissertation takes JY animal husbandry company as the research model,and points out that the company’s operation is more emphasis on the production link.There are some problems in marketing,such as single product structure,unreasonable price mechanism,blocked marketing channels and insufficient marketing strength.The main reasons are weak marketing innovation awareness,insufficient understanding of consumption trend and marketing Environmental utilization is limited,brand building needs to be strengthened,and marketing innovation measures are lacking.The macro marketing environment and micro environment of JY animal husbandry company are analyzed by PEST and Porter’s five forces analysis model.The marketing strategy is selected by SWOT analysis method.The feasibility of implementing experience marketing in JY animal husbandry company is pointed out in theory,and the target market and market positioning are expounded.From the perspective of agricultural multi-function,this dissertation puts forward the design ideas of agricultural humanistic function,agricultural economic function,agricultural ecological function and agricultural social function of JY animal husbandry company.It also explores and formulates the implementation plan of JY animal husbandry company’s experience marketing strategy from the five aspects of sensory,emotional,thinking,action and relevance of experience marketing module.At the same time,this dissertation puts forward six suggestions for JY animal husbandry company,including improving the managers’ awareness of experience marketing;strengthening the execution of marketing team;establishing the incentive mechanism of experience marketing;improving the information level of experience marketing;forming the innovation system of experience marketing;seeking external support of experience marketing,which are important measures to ensure the smooth implementation of experience marketing strategy scheme of JY animal husbandry company.It is hoped that JY animal husbandry company can enhance the competitiveness of the industry and further expand the market share through the implementation of experience marketing strategy,and also provide certain reference for other similar enterprises in the practice process of experience marketing strategy.