Optimization On Agricultural Product Marketing Strategy Of Panzhihua Post

In recent years,with the promotion of rural revitalization as a national strategy,agriculture as the basis of the national economy has become more prominent,and the sale of agricultural products as a key path for farmers to become rich,has become a crucial part of the agricultural economy.At the same time,the rapid development of information technology such as big data and the Internet,as well as the improvement of the efficiency of logistics distribution,especially the“New retail”opened up a new marketing model,the realization of the marketing of agricultural products on-line,on-line deep integration for the marketing of agricultural products has brought great opportunities,but also brought greater challenges.For a long time,the Panzhihua branch of the China Post Company Limited(Panzhihua post)has been serving agriculture,rural areas and farmers for many years,it is an important problem to adjust and optimize the marketing strategy of agricultural products.This thesis takes the agricultural product marketing strategy of Panzhihua Post as the research object,introduces the research background and significance of agricultural product marketing,expounds the concepts related to new retail and agricultural product marketing and the theory of marketing mix strategy.Based on the analysis of the current situation of agricultural product marketing strategy of Panzhihua Post,combined with research methods such as questionnaires,This paper finds out the existing problems in the marketing mix strategy of agricultural products of Panzhihua Post,analyzes the causes of the problems,further studies the marketing environment faced by the marketing of agricultural products of Panzhihua Post through PEST analysis,Porter’s five forces analysis,SWOT analysis and other tools,and puts forward the optimization suggestions for the marketing strategy of agricultural products of Panzhihua Post.Focusing on the previous marketing strategy design emphasizes the product oriented "4P" marketing strategy status quo,put forward the customer service oriented "7P" marketing strategy to change the concrete measures.In order to ensure the implementation of the above measures,the implementation plan is formulated,and the safeguard measures such as organizational structure,team construction and capital investment are put forward.Finally,the paper concludes that the optimization of agricultural product marketing strategy of Panzhihua Post needs to adapt to the changes of The Times,focus on customer needs and experience,and continue to do a good job in the integration of online and offline logistics.I hope this study can help Panzhihua post to win the competitive advantage and achieve sustainable development in the new era,and provide reference for agricultural marketing transformation similar to traditional enterprises.