China has vast territory and abundant resources, so the development ofagricultural products is very fast, the production and consumption also grow rapidly.Because excellent geographical conditions and the natural environment, ShandongProvince‘s agricultural products is extremely rich. Famous Zhanhua jujube is one ofthe most outstanding fruits, after some years development, Zhanhua jujube hasgradually created a pillar industry, including planting, processing, marketing industrychain. So how to help Zhanhua develop local special agricultural and agriculturalproducts, how to raise up local products brand superiority, how to help to adjust localvillage economic construction, how to help farmers add more income from planting,is a topic that can be concerned.The main content of this paper focuses on Zhanhua jujube marketing strategyresearch. Depend on the really situation, the research use PEST analysis, SWOTanalysis methods as well as the some marketing mix and strategic theory. Throughinside and outside environmental analysis, identify the opportunities and threats, aswell as strengths and weaknesses relative to other similar competitive products, thepaper gives out a detailed marketing strategy and appropriate safeguards.The paper has five parts: the first part will detailed describe the background,significance, research methods and ideas of the thesis topic; The second part introduceresearch theories in the world and the development history of agricultural productmarketing strategy; The third part discusses marketing situation and problem, andfocuses on analysis of macro environment and micro environment of Zhanhua jujubemarketing. The analysis of macro environment is about the political, economic, social,cultural, technical affect on marketing. Through SWOT analysis, micro environmentstudy will focus on discuss the strengths, weaknesses, opportunities and challenges;The fourth part will help Zhanhua jujube make a excellent marketing strategy, if theyhope a best Zhanhua jujube market, they need full use of advanced technology, brand advantage and making diversify marketing channels. The final part is conclusion,summarized the problems we have solved and we can continue study in the future.The paper systematically constructed a Zhanhua jujube marketing strategy system,including marketing strategy analysis framework and a clear strategic plan of action,the study can provide a reference for Zhanhua jujube marketing and relatedagricultural products marketing strategy formulation and implementation. |