Research On Marketing Strategy Innovation Of Fresh Agricultural Products

In recent years,fresh agricultural products have occupied more and more positions in the food consumption structure.The industry market is large and continues to receive high attention from all industries.With the impact of external policy environment and economic development environment,especially the changes in the market environment and industry development environment since the epidemic,the marketing model of fresh products has gradually changed,and the marketing model that followed has also been constantly upgraded and innovated.How to continuously improve the marketing strategy of fresh agricultural products in order to occupy the market advantage has become the top priority in the competitive environment,and has gradually become the focus of attention in the agricultural products industry,especially in the fresh agricultural products industry.Therefore,this paper takes the local private fresh food retail brand Arctic Fresh as an example,and takes the actual fresh food enterprise as a case to conduct in-depth case study.First of all,through the literature research method,the current research results and research status of fresh products are sorted out from the brand marketinget al,and the research status of domestic and foreign fresh e-commerce marketing models is described.At the same time,the relevant concepts of fresh products,marketing strategies and marketing channels are introduced,and the 4P theory,product basic theory,e-commerce and other relevant theories are summarized;Secondly,take Arctic Fresh as a practical case to conduct in-depth analysis of the market environment and industry environment.This paper analyzes the overall marketing effect of Arctic Fresh based on the theory and the conclusion of SWOT.Based on the SWOT analysis model,compare the marketing strategies and methods of Arctic Fresh with other similar fresh enterprises,and analyze the current advantages,disadvantages,opportunities and threats of Arctic Fresh Summarize the current problems of Arctic fresh food in terms of sales promotion and channels.Finally,aiming at the existing problems,we propose targeted solutions and relevant safeguard measures from the aspects of products,prices,promotions,channels,etc.,so as to upgrade the marketing strategy of the brand of fresh arctic products.Through the case analysis of fresh arctic products,it is subdivided into a certain type of agricultural products.From the perspective of marketing strategy and the operation of fresh agricultural products,the research content is more specific and the scope of research is broader,It provides reference for the marketing development of Arctic fresh and other fresh agricultural products enterprises in China.