Research On The Problems And Strategy Improvement In The Marketing Of Agricultural Products Of J Farmers’ Professional Cooperatives

The Chinese government has always attached great importance to the issue of "agriculture,rural areas and farmers".In recent years,the No.1 central document is a policy document that effectively solves the issue of "agriculture,rural areas and farmers",which shows the determination of the central government to accelerate the modernization of agriculture and rural areas.With the continuous development of economy and society,the development trend of agricultural economy is thriving and full of vitality,and the trade of agricultural products is more and more developed.Farmers’ professional cooperatives are cooperative economic organizations with mutual aid color voluntarily initiated and established by farmers.They are the inevitable outcome of agricultural and rural modernization and have contributed a lot to the modernization of agricultural industry.However,with the upgrading of consumption and the adjustment of market structure,most farmers’ professional cooperatives are facing the problem of "focusing on production,ignoring marketing".How to solve the problem,It has become a must answer question on the development of the specialized cooperative.This paper takes J farmer specialized cooperatives as the research object,and uses literature research,case study,questionnaire survey and comparative analysis to study the qualitative and quantitative methods to improve the marketing strategy of J farmer specialized cooperatives’ agricultural products.By introducing the basic situation of the specialized cooperatives,starting with the characteristics of the specialized cooperatives compared with ordinary enterprises in terms of organization,market circulation mode and policy support,and starting with the analysis of the specialized cooperatives in terms of products,channels,promotion,competitive situation,purchase and supply,the overall situation of the specialized cooperatives’ marketing is systematically analyzed,and combined with the questionnaire survey and analysis,It is found that there are mainly problems in J farmer specialized cooperatives,such as the low comprehensive ability of its personnel,the single circulation mode of agricultural products,unscientific product pricing,inadequate brand building,and insufficient industrial chain.One of the reasons for the problems is that the internal organizational system is not sound;Second,the lack of Internet thinking leads to a single market circulation model;Third,the market positioning of agricultural products is not clear;Fourth,the specialized cooperative lacks sufficient financial support.When improving the marketing strategy of J farmers’ professional cooperatives,we learned from the agricultural product marketing experience of some advanced agricultural economic cooperation organizations at home and abroad,closely combined with the unique characteristics of organization,market circulation mode and policy support,and applied the 4Ps theory to effectively solve the problems in the agricultural product marketing of J farmers’ professional cooperatives from the aspects of product,price,channel and promotion.The improved marketing strategy believes that,firstly,we should strengthen the construction of internal organization system,secondly,we should improve and perfect the market circulation mode,thirdly,we should strive for government policy support,fourthly,we should strengthen product competitiveness,fifthly,we should formulate a scientific price system,sixthly,we should broaden product marketing channels,and seventhly,we should strengthen sales promotion.