Research On The Marketing Strategy Of Specialty Agricultural Products Of XN Farmers' Professional Cooperative

Comprehensively promoting the rural revitalization strategy is an important decision made at the Party’s 20 th National Congress on the work related to agriculture,rural areas and farmers.Guidelines of the CPC Central Committee and The State Council on the key work of Comprehensively Promoting Rural Revitalization in 2022 has been released as the No.1 document issued by the central government for the 24 th time since 1982.Which shows that the country values the Comprehensively Promoting Rural Revitalization as an important aspect of harmonious national development process of the new period.The development of the agriculture products can promote the development of agriculture industry,then do positive effects on the projects of Comprehensively Promoting Rural Revitalization.Farmer specialized cooperative can be an effective way to promote the agriculture producing,further processing,selling.This paper based on the actual situation of XN specialized agricultural cooperatives,to carries out beneficial exploration on promoting the marketing of specialized special agricultural products of specialized farmer cooperatives.At first,by learning and analyzing the theories form the domestic and the foreign countries,then figure out the proper theories to help to do the research.The theories used in this paper are the 4P marketing theory of marketing,network marketing theory and STP strategy,PEST,SWOT.Using multiple research methods,such as literature,questionnaire,and statistical analysis to figure out the problems and reasons of the current situation of the XN specialized agricultural cooperatives.This paper figure out the problems,which are special agricultural products quality control,is not enough,lacking of diversified pricing,distribution channels,and promotion mean.Thus by strictly controlling product quality,building more famous brand,extending industrial chain,using diversified pricing according to the market,using distribution channels on line,adjusting promotion means to get through the problems.Third,supplemented by external introduction,internal promotion + person-time training mechanism,internal control + effective financing,Scientific framework + closely ties,high quality products + powerful technology,The above four guarantee measures improve the quality and efficiency of marketing ability of XN Farmer Specialized Cooperative.