Research On Marketing Strategy Of Jiangjin Prickly Ash Characteristic Agricultural Products

With the continuous deepening of our market economy,the upgrading of consumption structure of agricultural products is accelerated.In order to better adapt to the change of consumption structure of agricultural products,the main body of agricultural products management needs to improve its marketing level.Jiangjin prickly ash industry is the agricultural pillar industry of Jiangjin district,its development is in a leading position in the country.To sum up the marketing experience of Zanthoxylum prickly ash agricultural products in Jiangjin District and discuss the problems existing in the marketing link of Zanthoxylum prickly ash agricultural products in Jiangjin district is helpful to provide reference experience for the development of special agricultural products in other regions.In addition,the smooth realization of agricultural product marketing is a key link for producers to achieve income,so it is of great practical significance to promote the agricultural product marketing of Sichuan pepper in Jiangjin District to improve farmers’ income.In this paper,Jiangjin District prickly ash characteristic agricultural products marketing as the research object,the use of literature analysis,according to the 7Ps marketing theory and other theoretical basis,combined with field research situation to Jiangjin District prickly ash characteristic agricultural products development overview and marketing strategy were sorted and analyzed.Then,by means of questionnaire survey,the factors influencing the marketing strategy of Jiangjin prickly ash were investigated and analyzed.Moreover,correlation analysis and regression analysis are used to analyze each marketing strategy factor,and regression models are built according to the importance of strategic factors.The empirical results show that seven factors,including product,promotion,channel,price,personnel,process and tangible display,have a high correlation with the purchase intention of consumers of Jiangjin prickle pepper,among which the product factor has the greatest impact on the purchase intention of consumers.Combined with the results of questionnaire survey and marketing status quo,it is found that the problems in the marketing of special Zanjiao agricultural products in Jiangjin District include: low added value of products,the pricing mechanism of agricultural products has drawbacks,the organizational ability of marketing main body is weak,the construction of related infrastructure is imperfect,the lack of marketing professionals and so on.This study puts forward some suggestions on improving the marketing strategy of Sichuan pepper featured agricultural products in Jiangjin district,including product quality and brand management,price formulation of agricultural products,marketing channel expansion of agricultural products,adopting diversified promotion methods,introducing and cultivating marketing professionals,optimizing consumer process experience and increasing tangible display of agricultural products.This study provides application value and support for further promoting sustainable development of Jiangjin prickly ash agricultural marketing.However,this study still has some limitations in sample selection,analysis depth and other aspects,and the universality of the strategy needs to be further enhanced.At the same time,the research should be further discussed in the implementation of the strategy.