Research On Marketing Strategy Optimization Of Lotus Nuts Products Of ZC Company

In recent years,with the increase of public health concern,consumers’ demand for organic,green and all-natural health products is also increasing.ZC company is a modern enterprise that combines ecological agriculture,agricultural product processing and cultural tourism.One of the most important development directions of this company has been to effectively develop the lotus resources of "one lotus out of nine medicines,the whole body is a treasure" for the development of the county’s agricultural economy and the rural revitalization of the county,by adhering to the brand concept of "healthy,authentic and natural" and the brand style blessed by Chinese lotus culture.This thesis takes the provincial leading enterprise ZC company as the research object.Firstly,by conducting a detailed literature review on relevant topics,the research progress of new retail mode and agricultural product marketing were summarized.Secondly,by understanding the development status of agricultural products and lotus products and by analyzing the types,prices,sales channels,and promotion strategies of ZC lotus products,and with the help of SWOT analysis,the advantages and disadvantages of ZC company and the opportunities and challenges it faces were explored and summarized.Thirdly,through interview research approaches and questionnaire survey investigations,consumers’ demand for lotus products and their ways and contributing factors of purchasing lotus products(especially ZC company’s lotus products)were deeply understood,and it is found that ZC company has various problems,including product homogeneity,lack of flexibility in product pricing,lack of innovation in sales channels,and single promotion methods.To address the problems faced by ZC company,this thesis proposes four optimization suggestions:(1)in terms of products,customer demand should be the guide,and efforts should be made to increase the innovation of agricultural products.By integrating product connotation,understanding consumer demand,and increasing research and development efforts,brand soft power can be enhanced to achieve precision marketings;(2)in terms of pricing,profit should be the goal,and diversified pricing systems such as differential pricing and market competition pricing should be established;(3)in terms of channels,new media should be used as a matrix to enrich channel construction,and social circle-based sales and convenience purchasing should be achieved by developing on live broadcast platforms and expanding sales channels;(4)in terms of promotion,diversified marketing activities should be carried out based on big data.By focusing on customer experience and building product promotion platforms,experiential and combination marketing can be created.Through the analysis of ZC company’s marketing status,this thesis analyzed and identified the common problems of county-level agricultural product enterprises.The four optimization suggestions proposed for the marketing difficulties faced by ZC company can be expanded and applied to optimize the marketing strategies of other county-level agricultural products,so as to establish and expand the agricultural product brand,stimulate industrial vitality,and promote rural revitalization with industrial revitalization.