| Jishi media has the ability of all media content aggregation,production,scheduling and distribution.Combined with the unique grain planting foundation of Jilin Province and the urgent needs of vigorously developing agricultural modernization and information construction,Jishi media uses the rural optical fiber basic network covering the whole province and modern information technologies such as 5g,blockchain,Internet of things,cloud computing,big data and AI to build and operate a network with Jilin characteristics 5g Agricultural Internet of things platform and agricultural products e-commerce platform.While striving to improve the added value of agricultural products and the yield and quality of crops,helping the transformation and development of agriculture in Jilin Province,and establishing a national brand of smart agriculture,it has laid a solid foundation for the radio and television industry to explore 5g industry applications,and to develop new profit models and revenue growth points.The company takes 5g technology as the scientific and technological guarantee of agricultural products,visual traceability as the safety guarantee of agricultural products,origin advantage as the resource guarantee of agricultural products,agricultural expert team as the nutrition guarantee of agricultural products,and the company’s state-owned enterprise endorsement as the reputation guarantee of agricultural products,so as to make every effort in the current situation of frequent food safety problems and rising demand for food nutrition and health consumption Under the actual situation of general market influence of Jilin Province famous,high-quality and special agricultural products,we should push and occupy the market of agricultural products of Jishi media.However,due to the company’s initial involvement in the agricultural field,in the process of selling agricultural products,the company is faced with problems such as high overall cost,high product pricing,weak sales and publicity channels,and inadequate implementation guarantee,which lead to certain difficulties in the initial operation process.In this paper,through the use of PEST analysis method to analyze the macro environment of the company’s agricultural products,we can see that in the political,economic,social and technical environment,the project has certain advantages;through the use of Porter’s five forces model to analyze the competitive environment of the company’s agricultural products,we get that the company’s five core product series are facing different competitive threats;through the use of SWOT analysis,we can see that the project has certain advantages This paper analyzes the advantages,disadvantages,opportunities and threats of the company’s agricultural products,and formulates the strategic direction of how to give full play to the advantages,make use of the opportunities,reduce the threats and reverse the disadvantages.In addition,through STP analysis,this paper subdivides the target market of the company’s agricultural products through geographical factors,demographic factors,psychological factors and behavioral factors,determines the centralized marketing strategy,and clarifies the market positioning through the differentiation of the company’s agricultural products in product,service and image.Through the 4P theory,the marketing strategy of the company’s agricultural products is designed and planned from four aspects: product,price,channel and promotion.The concept of whole product is explained from core product,basic product,expected product and extended product;product combination is designed according to nutrition degree,geographical location,variety,color and its function,and product positioning;pricing strategy of competition oriented and demand oriented is formulated according to different competitive environment of different products,and value innovation,value creation with emotion,and artificial control are put forward In addition,the paper puts forward some pricing techniques,which are suitable for the distribution,new retail and big customers of the company’s agricultural products The main marketing channels of traditional channel,rice element restaurant,and according to the three stages of channel construction planning;from the propaganda and promotion points,propaganda and promotion channel selection,propaganda and promotion mode innovation three aspects of the promotion strategy design;finally through the personnel guarantee,system guarantee and technical guarantee three aspects of the company put forward the implementation guarantee of agricultural products marketing strategy Obstacles. |
