Study On Marketing Strategy Optimization Of Agricultural Products Of Community Factory In JC Town Of Shaanxi Province

The 19 th Communist Party of China National Congress pointed out that socialism with Chinese characteristics has entered a new era.What we now face is the contradiction between unbalanced and inadequate development and the people’s ever-growing needs for a better life.As people’s pursuit of quality of life increases year by year,the demand and quality requirements of the market for agricultural products as a necessity of life are also increasing.As a result,an increasing number of enterprises have begun to agricultural products,and community factories with special characteristics,which have been supported by government policies.Also,community factories,supported by government policies,have also emerged as a stable guarantee to carry the general requirement of industrial prosperity in China’s rural revitalization.This paper takes the community factory in JC town of N county as an example,focusing on the transition period of consolidating the achievements in poverty alleviation and promoting rural revitalization.The methods of literature review,on-site research,and interviews are used in data collection process.Then,SWOT and PEST were used to analyze the current state of the community factory operations under the circumstance of withdrawal of some support departments the adjustment of relevant support policies.Based on the above analysis,the problems of the community factory in terms of product types,promotion methods,consumption channels,market positioning and staff structure were identified.Then,the STP theory was used to positioning the products of the community factory at the mid-to-high-end level.This study taking the urban middle-aged and elderly as the target consumer group,cracking the problems such as single product type,limited marketing channels,and lack of promotion means by applying the 4P and 4C theories.The purpose of this paper is to help JC community factories improve product profits,expand product markets,better drive people’s income,and better consolidate the industrial base of N county by reasonably optimizing the marketing strategy providing reference for the subsequent development of similar types of rural community factories through safeguard measures of organization,quality and talent.