Qing Lake Hairy Crab Marketing Strategy Research

With the great enrichment of the national material level,people have a better demand for food,and the sudden emergence of marketing platforms has brought people a new consumption experience.Although Qing lake hairy crabs have opened up online sales channels,due to the lack of scientific marketing strategies,the current marketing of Qing lake hairy crabs has difficulties in production and operation,excessive reliance on traditional marketing platforms,insufficient interaction with consumers,and weak brand promotion.Traditional marketing does not reflect the problems of personalization and precision,and the marketing effect is not satisfactory in the domestic hairy crab market competition.This paper selects the marketing strategy of Qing lake hairy crabs as the research object,analyzes the marketing advantages and disadvantages of Qing lake hairy crabs at the present stage through the SWOT method,and sets up a questionnaire survey to analyze the marketing status of Qing lake hairy crabs;Carry out market segmentation,market positioning and target market selection to establish the marketing positioning of Qing lake hairy crabs "in the early stage as a public-friendly and cost-effective aquatic product route,and in the later stage as a mid-to-high-end original ecological green food and holiday gift route".Based on this market positioning,combined with the actual situation of the lake hairy crab producers and sellers,in terms of products,they occupied the market share with low prices in the early stage,adopted a hierarchical system for price classification,adopted the principle of quality priority in the mid-to-high-end market,strengthened the design of gift packaging,and highlighted the positioning of green ecological food;and From the perspective of green sales concept,mid-to-high-end consumer market positioning,product quality control,diversified sales channels,customer first pre-sales and after-sales strategies,the marketing strategy is supplemented by optimization,and the marketing strategy of Qing lake hairy crabs is constructed.Based on the understanding of the marketing status of Qing lake hairy crabs,this paper makes a comparative analysis of Qing lake hairy crabs and other brands of hairy crabs.Make improvements in other aspects,so as to open up the middle and high-end consumer market of hairy crabs and improve the brand awareness of Qing lake hairy crabs.The green and pollution-free marketing concept can be matched with the mid-to-high-end market positioning strategy of Qing lake hairy crabs.Through multi-channel brand promotion,strict control of hairy crab products in the links of fine breed breeding,breeding technology and logistics transportation,diversification of marketing channels and The customer-oriented pre-sales and after-sales service strategy will definitely change the marketing status of Qing lake hairy crabs.Through the study of this paper,the hairy crab marketing system of Qing lake hairy crab supply and Marketing Cooperative will enhance the brand awareness of Qing lake hairy crabs to a certain extent,help Qing lake hairy crabs transform and upgrade from the traditional offline marketing model to the online network marketing model,and realize the transformation and upgrading of Qing lake hairy crabs.The sales target in the middle and high-end market will promote the sustainable development of Qing lake hairy crab supply and marketing cooperatives,and will promote the improvement of the hairy crab market,which is seriously homogeneous in product marketing at the current stage.It can provide a certain reference for the future marketing of hairy crabs and other characteristic agricultural products.