Study On The Marketing Strategy Of Xinzhou Characteristic Agricultural Products Of X Company In The Context Of Comprehensive Rural Revitalization

By the end of 2020,China had achieved the goal of poverty alleviation in an all-round way,indicating the official beginning of rural revitalization.The concept of "Rural Revitalization" was initially put forward in 2017.Then the Twentieth National Congress of the Communist Party of China once again emphasized "Comprehensively Promoting Rural Revitalization" in 2023.Rural revitalization requires the development of industries first.Under such context,the "Three Rural Issues" has received unprecedented attention,and the industrial development in rural areas has become an important topic.As a result,the characteristic agricultural products industry in Xinzhou City has revealed a rapid development,a large number of start-ups have been flooding into the market of the characteristic agricultural products industry in Xinzhou,resulting in intensified internal competition and increasingly complex developmental environment in Xinzhou,which directly affects the sales and market share of X Company-an old brand of Xinzhou characteristic agricultural product management enterprise.Based on the 4Ps marketing theory,this paper selects X Company’s marketing strategy as its research object.The consumer behavior theory,STP theory and SWOT analysis tools are utilized,also,the literature research method is adopted to analyze and categorize relevant existing research results of the Xinzhou characteristic agricultural products’ marketing in China and overseas during recent years.Questionnaires on the marketing status of Xinzhou characteristic agricultural products industry and X company’s Xinzhou characteristic agricultural products in the context of comprehensive rural revitalization are carried out.Supported by the data of these questionnaires,case study on the current marketing situation of X Company is conducted.This paper puts forward the improvement plan of X Company’s marketing strategy and builds the corresponding guarantee systems.Results indicated that although the management of X Company fully understands the power of modern marketing methods,due to various reasons,its agricultural product marketing is still dominated by traditional marketing mode.The sales volume dips to a certain extent due to the impact of other brands in this market.Therefore,this paper analyzes the problems existing in the marketing strategy of X Company’s Xinzhou characteristic agricultural products from four dimensions-product,channel,price and promotion,and puts forward corresponding optimization suggestions: For product strategy,develop new products that are in line with the target positioning and personalize the packaging to create popular items and increase sales;As regards pricing strategy,boost the price difference between product portfolios and establish a flexible and variable product price system;Regarding channel strategy,continue to invest in the construction of offline channels,promote deep integration of offline channels and "agricultural cultural tourism",and make greater efforts to construct online channels;As for promotion strategy,enhance the brand’s popularity through online and offline linkage and drainage to develop live broadcast of goods,use big data analysis and precision marketing for highlighting the advantages of products’ origin,emphasize the label of poverty alleviation and agricultural assistance to achieve the goal of increases in sales and income.In order to facilitate the effective implementation of the above optimization suggestions,this article puts forward corresponding safeguard measures from three aspects: system guarantee,talent guarantee and policy guarantee.The purpose of this study is to help Company X adapt to the new trend in the context of comprehensive rural revitalization,and then increase sales,enhance brand awareness and reputation,and win the recognition of consumers.At the same time,the successful promotion of Xinzhou characteristic agricultural products of X Company also plays a good exemplary role in creating an independent brand image of "Xinzhou characteristic agricultural products",promoting the economic development of remote mountainous areas represented by Shanxi Province,and realizing the comprehensive rural revitalization strategy.