Research On The Marketing Strategy Of Special Fresh Agricultural Products In The New Media Era

As the supply-side structural reform of agriculture continues to deepen,agriculture continues to change from production-oriented to operation-oriented.As an important part of agricultural products,specialty fresh agricultural products account for an increasingly high proportion of national daily consumption demand and actual expenditure,and have become an important link to promote the prosperity of agricultural industry and high-quality development.The arrival of the new media era has made the traditional specialty fresh food marketing channels suffer an all-round impact,and the traditional marketing strategy no longer meets the requirements of upgrading people’s consumption needs in the new media era.In this context,it is of theoretical and practical significance to study how to use the advantages of new media to gain consumers’ trust,improve the conversion rate of customers,increase the income of specialty fresh produce growers,and thus promote the realization of rural revitalization.Yantai,as a large agricultural city,is an important production base of special fresh agricultural products in China,and the local special fresh agricultural products are abundant and of excellent quality,with broad development prospects.Although Yantai cherries have a long history,large planting area,high yield and high quality,its marketing status is not satisfactory.The results of the study show that the current marketing strategy of Yantai cherries is very good.The research results show that the current marketing strategy of Yantai cherries has some strategic problems in product,pricing,channel and promotion: firstly,the product strategy has low standardization of products and the brand strategy needs to be improved;secondly,the pricing strategy has weak discount pricing,new product pricing ability,unsatisfactory differential pricing and insufficient psychological pricing;thirdly,the channel strategy has poor channel transportation ability and the supervision of each channel is not strict enough.Fourth,in terms of promotion strategy,there is a single type of advertising and promotion,a relative lack of personnel promotion,imperfect commercial promotion,and a lack of effective public relations.Finally,combined with the new media era background of the marketing strategy of Yantai cherries put forward targeted optimization suggestions,and to ensure the smooth implementation of the Yantai cherry marketing improvement strategy,from the talent,technology,policy and other aspects of reasonable security measures,in order to promote the development of Yantai cherry industry,help rural revitalization to provide useful guidance.