Research On The Marketing Strategy Of Specialty Agricultural Products In Changshan Count

Since the reform and opening up,the issue of "agriculture,rural areas and farmers" has always been the most concerned livelihood issue in China.After entering the new era,the19 th National Congress of the Communist Party of China took the rural revitalization strategy as one of the major strategies of the country.The most critical point is that to revitalize the industry,we must deeply guide and support the farmers to vigorously develop characteristic agriculture based on local resources,so that farmers can increase their income through multiple channels.With China’s historic achievements in winning the battle against poverty,building a moderately prosperous society in an all-round way and revitalizing the countryside,the CPC Central Committee has put forward the great goal of achieving "common prosperity".At the fifth plenary session of the 19 th CPC Central Committee,the CPC Central Committee proposed to "solidly promote common prosperity",while in the report of the 20 th CPC National Congress,it further pointed out that "develop rural characteristic industries and broaden the channels for farmers to increase income and become rich".It can be seen that whether it is the internal requirement of the implementation of the rural revitalization strategy or the way to achieve prosperity,the development of the rural intrinsic characteristic industries,especially the agricultural industry with regional characteristics,is the key.This thesis takes the marketing problem of Changshan characteristic agricultural product Huyou as the research object,and on the basis of consulting the relevant literature of marketing and characteristic agricultural product marketing,through field research,questionnaire survey and other research methods,carries out an overall analysis of the marketing of Changshan Huyou,including the development of Changshan Huyou industry,the current situation of Huyou marketing and the behavior analysis of Huyou consumers.The SWOT analysis method is used to analyze the inherent advantages,disadvantages,opportunities and challenges of Changshan Huyou marketing environment.According to the analysis results,in-depth research is carried out from the four aspects of product,price,channel and promotion,and the specific methods and measures of Changshan Huyou marketing are proposed according to the marketing "4Ps" theory.On this basis,we also put forward targeted safeguard measures in five aspects,including capital,personnel,quality,logistics and law enforcement,to ensure the implementation of marketing strategies in place and achieve the desired results.Based on the existing marketing theories and the development practice of Changshan Huyou,this thesis puts forward the marketing strategies suitable for the development of Changshan Huyou,which can provide certain reference value for the development and expansion of various characteristic agricultural products industries in Changshan County,including Huyou,and also provide certain reference and reference for the surrounding areas and other similar areas with characteristic agricultural products when formulating relevant marketing strategies.