Research On Agricultural Products Marketing Strategy Of YF Family Farm

China is a big agricultural country,priority on agriculture is the essential foundation for the country and for people’s security.With the rapid development of modern agriculture economy in China,demand for agricultural products is constantly changing.The advent of the “Internet plus” era also leads agricultural product marketing to a new trend.As important one of the new types of agribusiness,family farms take family members as the operators and core labour.Family farms produce specialized,large-scale and intensive agricultural products,taking farm operating profits as the main income.At present,the development of family farms in China is at the primary stage,and there are still problems such as weak marketing awareness and narrow sales channels in agricultural products marketing.YF Family Farm is located in Mofan Village,Xiangzhou Town,Tiandong County,Baise City,Guangxi Zhuang Autonomous Region.Founded in 2008,YF family Farm is combining planting banana and raising poultry as its main business.Mofan village is a modern agriculture demonstration area in Tiandong County.It was awarded the title of national "One Village,One Product" demonstration village in 2019,and was listed in the second batch of national key rural tourism villages in 2020.After more than ten years of development,YF family farm has passed the construction period and entered the growth stage smoothly.However,with the rapid changes of the agricultural market,the farm has also encountered problems such as weak marketing awareness,lack of product differentiation and narrow marketing channels in marketing strategies.Paper takes YF family farm as the research object,according to marketing related theories,through investigation,qualitative analysis and other research methods,comprehensive use of PEST,SWOT,STP and other marketing analysis methods,in-depth analysis of the environment of YF family farm agricultural products marketing.Aiming at the problems of YF family farm agricultural products marketing,this paper will select the marketing strategy direction for YF family farm by combining its advantages of characteristic agricultural products,green agricultural products and rural tourism resources,Then find out YF family farm product’s market positioning,and use 4P theory to put forward the optimization strategies,also put forward supporting measure.Then to help YF family farm to achieve stable economic growth,and expected to give new ideas for family farm agricultural product marketing in Guangxi.