Research On Optimization Of Rice Marketing Strategy In Wuchang City Based On Consumer Purchasing Behavio

Rice,as one of the main food crops in China,plays an important role in people’s diet.In today’s increasingly fierce market competition and changing consumer demands in the rice industry,good marketing strategies can help products stand out from various choices and win the favor of consumers.At present,rice sales have abandoned the original marketing strategy of only focusing on the quality of rice products,and shifted to focusing on customer purchasing experience and prioritizing customer needs.Therefore,this article analyzes the purchasing behavior of Wuchang rice consumers and explores marketing strategy optimization paths that are suitable for the current situation of Wuchang City,which has important reference significance for promoting the development of agricultural products in Wuchang City.This article is divided into seven parts.The first part summarizes relevant literature on consumer purchasing behavior and rice marketing both domestically and internationally,and elaborates on the research ideas and content of this article.The second part organizes relevant concepts and theories.The third part elaborates on the development overview and marketing strategy status of Wuchang Rice.The fourth part analyzes the marketing environment of Wuchang Rice from both macro and micro perspectives.The fifth part is a survey on the purchasing behavior of Wuchang rice consumers.Using empirical analysis method,a detailed analysis was conducted on Wuchang rice buyers.The survey results showed that there were significant differences in the importance of product quality and packaging among consumers by gender;The marital status of consumers has a significant impact on the quality,price,convenience of purchase,and dietary habits of products;Consumers with different educational backgrounds have a significant impact on product quality,price,advertising and promotional activities,revealing the main factors and their degree of influence that affect consumers’ purchase of Wuchang rice.The sixth part is based on the current situation of rice marketing strategies in Wuchang City and questionnaire survey analysis,summarizing the problems that have arisen in the research of Wuchang rice marketing strategies,and analyzing the causes of the problems.The seventh part proposes strategy optimization suggestions based on the problems encountered in the marketing strategy of Wuchang Rice and the analysis results of the survey questionnaire.At the product level,the marketing strategy starts from ensuring product quality,doing a good job in product supervision and maintenance,innovating product packaging,highlighting product characteristics,and dividing product positioning according to consumer groups to meet and adapt to the different needs of consumers;In terms of channel level marketing strategies,expand traditional marketing channels and continue to optimize online marketing models;In terms of marketing strategies at the price level,optimize the current high-quality and high price strategies,adopt discounted pricing to form a price advantage,and adopt competitive pricing oriented strategies;At the promotion level,the marketing strategy is to strengthen diversified advertising and customize diversified promotional activities.This article also provides guarantee measures from both internal and external perspectives to ensure that the marketing strategy of Wuchang Rice is effectively guaranteed.This article conducts an in-depth analysis of the purchasing behavior characteristics of Wuchang rice consumers,identifies the influencing factors of Wuchang rice marketing,and proposes targeted optimization strategies to provide useful reference for the vigorous development of Wuchang rice industry.