Research On Marketing Strategy Of Walnut Products Of Shangluo S Walnut Specialized Cooperative

Walnut is a special agricultural product in Shangluo area,with high nutritional value,and is deeply loved by consumers.Shangluo S Walnut Specialized Cooperative(hereinafter referred to as S Walnut Specialized Cooperative)is a cooperative mainly engaged in the development,manufacturing,primary processing,deep processing and after-sales service of agricultural products of walnuts.It faces problems such as relatively single sales channels,unclear structure,unsmooth transactions,prominent product homogeneity and risk of substitutes.Therefore,how to formulate a 4P marketing strategy suitable for S Walnut Professional Cooperative to achieve rapid profit growth and increase the cooperative’s industrial competitiveness has become an urgent problem to be solved by S Walnut Professional Cooperative.First of all,based on the relevant theoretical knowledge of international marketing and the summary of relevant domestic literature,this paper analyzes the production,channel,price and sales of walnut products of S Walnut Professional Cooperative,and finds that the cooperative has some problems,such as low quality of walnut products,too single pricing method,imperfect sales channels,and weak innovation of promotion methods;Secondly,PEST analysis method,Porter’s five forces model method and SWOT analysis method are used to analyze the macro market environment,industrial competition market environment,and the internal business market environment conditions of S Walnut Professional Cooperative’s walnut products;Thirdly,based on the STP analysis,this paper proposes the marketing strategy of S Walnut Cooperative from the 4P marketing strategy.Finally,in order to successfully implement the walnut product optimization marketing strategy of S Walnut Professional Cooperative,this paper puts forward safeguard measures in four aspects: organization,talents,capital and technology.This paper believes that,in terms of products,we should cultivate excellent seedlings to improve the quality of deeply processed walnut products;In terms of price,differentiated price policies shall be adopted according to different needs,with emphasis on cost plus policies and differentiated pricing methods;In terms of channels,in the new situation,various marketing channels coexist and organically combine traditional and emerging online marketing;In terms of sales promotion,traditional marketing means and innovative online new media marketing means coexist.Through the research on the marketing strategy of walnut products of S Walnut Specialized Cooperative,on the one hand,it is helpful to improve the marketing situation of S Walnut Specialized Cooperative,improve the market competitiveness,improve the income level of farmers,and let farmers get rid of poverty and become rich;On the other hand,the countermeasures and suggestions on the marketing strategies of S Walnut Professional Cooperative put forward in this paper have certain significance for promoting the effective,orderly,positive and healthy development of the walnut market and for other units in the same industry.At the same time,this paper proposes a walnut marketing strategy specifically for S Walnut Professional Cooperative to optimize the existing company’s marketing model and supplement relevant theories.I hope this study can provide a basic theoretical basis for the basic research of agricultural products in China,and promote the formation of agricultural product marketing theory with Chinese characteristics.Due to the limitations of the author’s time,theoretical level and experience,the research on the marketing strategy of S Cooperative is not comprehensive enough.This article only uses STP theory,Porter’s five forces model,SWOT matrix analysis and4 P marketing theory to study the marketing strategy of S Cooperative,and does not use other marketing theories,such as 4C and 4R.Therefore,the theoretical knowledge and practical experience of the paper still have much room for improvement,and the future scientific research will further improve the grasp of basic knowledge in relevant fields,and summarize more practical experience to increase the accumulation of theoretical knowledge.