Research On Marketing Strategy Of Fuyuan Characteristic Agricultural Product Cranberry

Characteristic agricultural products are an important branch of agricultural products.In recent years,regional characteristic agricultural products have been widely promoted in rural areas throughout the country according to regional advantages.At the same time,obvious results have been achieved in the reform of the rural economic structure,the quality and safety of agricultura products,the utilization of agricultural resources and the governance of rural environment.In today’s society,the marketing status of characteristic agricultural products has attracted the attention of manv scholars.In the future,the characteristic agricultural products will be sold through what marketing strategy is still concerned.In this paperthe characteristic agricultural products of Fuyuan cranberry is taken as the research object.In the process of research,firstly,the current marketing status and problems of the characteristic agricultural products of Fuyuan cranberry are analyzed.Through the understanding of the basic situation of cranberry and other aspects,it is found that the marketing strategy of cranberry is mainly focused on the four aspects of price,product,promotion and channel,and the four aspects are in-depth After the analysis,it is found that product strategyincludes product research and development intensity,brandinfluence and product reserve three aspects,price strategy includes cost inputproduct supply and demand product added value three aspects,channel strategyincludes direct sales,indirect sales information level three aspects,and promotion strategyincluding promotion modeAccording to 4 criterion layer index factors and 12 index layer influencing factors,the four criterion layer index factors are product strategy,price strategy,promotion strategy,channel strategy The12 index layer influencing factors are brand influence,product research and developmentintensity,product reserve,cost input,product supply and demand,product added value,online promotion,marketing,offline promotion,promotion mode,direct sales,indirect sales informatization degree.this paper uses analytic Hierarchy process(AHP)to process matrix data.The results obtained the four criterion layer index factors and 12 index layer influencing factors on the marketing level of cranberry,and concluded that the promotion strategy has the greatest impact on the marketing level,among the 12 index layer influencing factors,online promotion and direct sales and product research and development intensity have a greater impact on the marketing level of cranberry.According to the evaluatior results of cranberry marketing level,this paper puts forward countermeasures and suggestions to improve the marketing strategy of Fuyuan featured agricultural products cranberry,including five aspects: price strategy level,differential pricing strategy,improving the added value of featured.agricultural products,promotion strategy level,exhibition promotion,advertising promotion;Channel strategy level suggestions,create special special agricultural products offline supermarket,agricultural products+visual agriculture,establish product wholesale market;Suggestions on product strategy level,the implementation of product marketing,enhance product quality,upgrade product form and optimize product types,improve product quality and safety legal consciousness,in addition to these four levels,there are suggestions on other aspects that strengthen public infrastructure,improve the logistics distribution of agricultural products;Increase the governments support to the featured agricultural products.