Research On The Marketing Strategy Of Roxburghii Products Of Guizhou CLW Compan

With the rapid development of domestic economy,governments at all levels pay more and more attention to agricultural and rural economy.Characteristic agriculture not only promotes the sustainable development of local rural economy,but also promotes the implementation and implementation of China ’s rural revitalization strategy.With the increase of the current sub-health population,the future direction of residents ’ consumption will focus more on health.As a characteristic fruit of Guizhou with high nutritional value and high health care effect,R.roxburghii industry is one of the 12 advantageous agricultural industries in Guizhou.Vigorously promoting the development of R.roxburghii industry can play a key role in the development of characteristic agricultural economy and great health industry in Guizhou.Guizhou CLW Company is located in Lianghe Street,Panzhou City,Liupanshui City,Guizhou Province.It is a state-owned enterprise focusing on promoting the development of the whole chain of ’ planting,production,R & D and sales ’ of the Rosa roxburghii industry.Although Guizhou CLW company has the advantages of raw material supply,production and processing,there are limitations in management in its development.This paper conducts in-depth research on Guizhou CLW company,finds out the problems existing in the marketing strategy of Guizhou CLW company ’s roxburgh rose products,and puts forward optimization suggestions,which also provides reference for promoting the development of other roxburgh rose enterprises in Guizhou.This paper deeply studies the marketing strategy of Guizhou CLW company ’s Roxburgh Pear products.By using the methods of literature research,qualitative analysis,investigation and research,PEST,Porter ’s five forces model analysis and 4Ps theory,this paper combs the relevant literature on agricultural product marketing at home and abroad and domestic marketing of Roxburgh Pear products.Combined with the current background of people ’s pursuit of green and healthy diet,through field investigation and questionnaire survey,this paper deeply explores the problems existing in the marketing strategy of Guizhou CLW company from four aspects : product strategy,pricing strategy,channel strategy and promotion strategy.Analyze the specific causes of the problems and find solutions.Through investigation,it is found that the marketing strategy of Guizhou CLW company ’s roxburgh rose product has insufficient product market recognition and market pricing.