Research On Marketing Strategy Optimization Of Self-run Fruit And Vegetable Retail Business Of Shuangxing Market

China attaches great importance to issues on agriculture,agriculture,rural areas and farmers.The No.1 document has taken "agriculture,rural areas and farmers" as the theme for 18 consecutive years,reflecting the great impact of agriculture,rural areas and farmers on national economic and social development and highlighting the "top priority" status on agriculture,rural areas and farmers.Agricultural products sales as the terminal of agricultural industrial structure,naturally is also valued by the government departments.With the progress of agricultural technology and the development of relevant policies,the supply and circulation of agricultural products across the country have been greatly improved,expanding the volume of the overall agricultural products trading environment and bringing development opportunities.The wholesale market of agricultural products has been the main carrier and central link of agricultural products circulation in China in the past time.With the increasingly improvement of the socialist market economy system with Chinese characteristics and the rapid development of Internet technology,the circulation channels of agricultural products began to gradually changed,and more and more agricultural products distribution enterprises and Internet platforms began to occupy the position of agricultural products market as the distribution link of agricultural products trading.With the rapid development of the overall transaction volume of agricultural products,the transaction volume of the agricultural products market is decreasing day by day,which seriously affects the economic benefits of the market and the merchants in the market.In this context,the agricultural products market should combine its own traditional advantages,attach importance to the position of the agricultural products market as a trading center and information center,and open up a way forward that can adapt to the current environment.As one of the earliest agricultural products markets in Dalian,Shuangxing Market is a typical representative of the agricultural products market in Dalian,and has also been impacted a lot in the economic environment changes in recent years.In 2016,some fresh supermarket enterprises bypassed the agricultural products market,began to purchase directly from the origin,and invested a lot of funds to attract consumers at low prices to seize a large number of agricultural products sales market.With the development of e-commerce of agricultural products,e-commerce platforms attract more and more young consumers to buy agricultural products online with their consumption convenience and fast delivery to home,which further reduces the market share of Shuangxing Market.Since 2019,a procurement center has been established to officially carry out self-operated fruit and vegetable related business,trying to explore ways to solve the current economic reduction from the process of independent operation of the agricultural products market.Based on the empirical analysis of the actual development of the self-operated fruit and vegetable retail business,this paper studies how to optimize the marketing strategy of the agricultural product market to improve the economic benefits under the current economic situation.Through STP analysis,the market selection,operating environment and competitive advantages and disadvantages of Shuangxing Market are analyzed.In addition,the participants in each business link were interviewed,summarize the problems in the marketing process based on the interview results,and analyze the reasons,and provide feasible suggestions for self-operated fruit and vegetable retail business:products,expand commodity categories and optimize commodity structure.Price aspect,optimize the procurement process,and adopt flexible pricing.In terms of channels,dig deep into the existing potential and open up other channels.Promotion,offline discount turnover of inventory,online promotion to attract customers.Personnel aspect,strengthen personnel training,transfer to customer service business.Tangible display,offline countertop display,online multimedia pictures and text display.In terms of customer experience,strengthen sales service,provide additional services and quality and safety guarantee.From the above seven aspects,optimize the sales strategy of self-operated fruit and vegetable retail business,improve economic benefits,and achieve a breakthrough in agricultural products market operation reform.Self-run fruit and vegetable retail business through marketing strategy to optimize the growth of sales and efficiency,will become a double xing commodity city new income,become the first step of its industrial structure reform,realize the breakthrough of independent management,make its revenue no longer completely dependent on the existing operators pay rent,and the independent income as another stable revenue,in the change of economic situation has a certain degree of independence.Moreover,the success of the self-run fruit and vegetable retail business of Shuangxing Commodity City will also provide different ideas and new guidance directions for the industrial reform of other similar agricultural products market enterprises.The improvement of the business model of agricultural products market also provides a new impetus for the overall agricultural products trading environment,and promotes the economic development of industrial scale.We will optimize the quality of the agricultural economy and improve the modernization of the circulation of agricultural products.