Research On Marketing Strategy Of Roxburghii Products In Guizhou Huifeng Agricultural Enterpris

Today,with the rapid development of domestic economy,the government pays more attention to agriculture and rural economy.Featured agriculture not only gives full play to the comparative advantage of resources,but also promotes the comprehensive development of local rural economy and promotes the implementation of China’s rural revitalization strategy.On the other hand,with the increase of the elderly population and sub-health population,the future consumption direction of residents will focus more on health preservation,and the health industry may become another emerging industry after the IT industry in China.Rose roxburgh is a characteristic fruit of Guizhou which has high nutritional value and high health efficacy,and its industry is one of the characteristic agricultural industries of Guizhou.Vigorously promoting the construction of rose roxburgh industry can play a key role in the development of provincial characteristic agricultural economy and big health industry.Hui feng enterprise is in Guizhou province bijie city jinhaihu district,a home to Rosa roxburgh cultivation,ecological agriculture development is given priority to,big health ecological agriculture as the development direction of private enterprises,on the one hand,with the natural geographical advantages,on the other hand,there also exist in the development of limitation,to the depth of the study,It can provide ideas and reference for the marketing related work of other featured agricultural products enterprises in Guizhou,further provide their competitiveness,promote the circulation of featured agricultural products.This paper deeply studies the marketing strategy of Rosa roxburgh products of Huifeng agricultural enterprise,combs the relevant literature on agricultural product marketing and characteristic agricultural product marketing at home and abroad by using the methods of literature research and questionnaire survey,and combines the background of people’s pursuit of green and healthy diet,from the target marketing strategy,product strategy,pricing strategy,channel strategy five aspects,such as promotion strategy,deeply excavate the problems existing in the marketing strategy of Huifeng agricultural enterprise,analyze the specific causes of the problems and find solutions.Through the investigation,it is found that there are some problems in the marketing strategy of Rosa roxburgh.Based on the problems found and combined with the actual situation of Huifeng agricultural enterprises,this paper is guided by consumer demand,from clarifying the target market positioning,trying to explore new markets,introducing new types of products,upgrading processing technology,flexible pricing strategy,increasing competitive advantage,broadening marketing channels,innovating sales model,strengthening promotion diversity the five aspects of improving brand awareness put forward suggestions for Huifeng enterprise to improve the marketing strategy of Rosa roxburgh products.It is expected that this research will enrich the practice of characteristic agricultural products marketing strategy theory,promote the localization of characteristic agricultural products marketing strategy research,provide practical ideas for local governments,characteristic agricultural products enterprises and farmers.