Research On Marketing Strategy Of Characteristic Agricultural Products

China’s characteristic agricultural products are diverse and rich in resources.But for a long time,the characteristic agricultural industry has been in the "three low" state,including low input,low added value and low production level,which is mainly subjected to the difficulties of storage,inconvenient traffic and limited sales channels.Fuding white tea is recognized as Fuding characteristic agricultural product because of its regionality,peculiarity and scalability.It is also a product of China’s National Geographical Indication.Thus,its place of origin,Fuding City,also becomes a peculiar region of Chinese characteristic agricultural products.With consumers’ recognition of Fuding white tea quality and health care efficacy,customers’ consumption on white tea greatly increased.Consequently,its market demand and supply increased accordingly.The changes and increases are opportunities and challenges for companies engaged in Fuding white tea Therefore,only by making more effective marketing strategies and improving marketing efficiency can enterprises enhance their competitiveness in the market.Based on the example of Fuding white tea of PX company,this paper studies the marketing strategy of characteristic agricultural products.On one hand,this paper shows relevant concepts and marketing theories.On the other hand,the paper introduces the basic situation of PX company,analyzes the environment of Fuding white tea marketing,and describes the current situation and problems of the company’s marketing.There are still some shortcomings in PX company’s Fuding white tea marketing,including market segmentation,products,channels,promotion and customer service.According to the marketing problems of PX companies,this paper proposes some schemes.For instance,to optimize the target market selection and positioning,to change the marketing strategy,and to improve the production,pricing,sales channel and promotion of products and customers service strategy.Furthermore,considering the implementation of the program,the paper puts forward some secure measures.Finally,in its summary,the paper tries to appropriately solve the problems found in the research process and consequently enhance the competitiveness of PX company in the market.The marketing optimization scheme of PX company is as follows: in the market segmentation,the main target group of the company’s products is the young and the middle-aged of the middle and high income group;The short-term target market is Fujian market.The long-term market is the first and second tier cities in China;The positioning of white tea in market is healthy and collectable.In the positioning of commodity combination,White Tip Needle,White Peony,Long Brow Tea are the main products,while Gongmei and new white tea are auxiliary.In terms of product strategy,without changing the quality of tea products,PX should increase product innovation,develop new white tea products and improve product packaging;In the pricing strategy,based on the premise of government pricing,PX should price differently according to different products.Moreover,PX should enhance the added value and stabilize promotion price;In the sales channel,PX should continue to expand the offline channel,focus on the strengthening of the online channel,develop a two-way drainage and continue to improve the convenience of sales channel;In terms of product promotion,PX should be based on the official platform,be innovative in promotion methods and optimization of resource allocation,be accurate in promotion,be dynamic in the store promotion,in friend circle and in Webcasting;In the aspect of customer service and management,PX should emphasize on the improvement of management,the characteristics of service,the crisis in public relations,and "standardized" management.In addition,PX should strengthen its process management,pay attention to the guarantee of human resources,guarantee of finance and guarantee of technology,so as to ensure its effective implementation of marketing optimization strategy.