Studies On Agricultural Products Marketing And Its Problems In Shandong Province

In recent years, with the emergence of poor sales of agricultural products, marketing ofagricultural products has been received more and more attention，and Shandong is animportant production base of agricultural products with well agricultural foundation, whichalso produces agricultural products for export, started early in the marketing of agriculturalproducts and developed rapidly, but there have been a series of problems. How to adapt to thenew situation of the home and abroad and give play to its advantages are challenges whichcan be resolved by marketing. Absorbing the essence of scholars to large amounts of data onthe basis of agricultural marketing theory, as a realistic basis for nearly two decades ofShandong agricultural products marketing practice, combining the theory and practice, fromthe choosing target market strategy, marketing4P strategy, new marketing methods，government guidance to elaborate Shandong agricultural products marketing developmentprocess and phased achievements. Summarizing and analyzing the outstanding contradictionsand problems faced by Shandong agricultural products marketing in the new era，that isexport market concentrating，the quality and safety of agricultural products, high added valueproducts development problems，the imperfection of marketing channels, the defection ofnetwork marketing environment. The Suggestions mainly includes exploring abroad marketsand improving the quality, intensifying the development of high-value added products,carrying out the brand and green marketing, improving the channel and laws, strengtheningthe marketing personnel training and other aspects to promote the Shandong agriculturalproducts marketing development.The researches approaches of this paper are comparative analysis method and causalanalysis method. Asking questions, analyzing and solving problems logical idea to arrange thearticles structure mainly consists of five parts. The introductory part of the first chapterdescribes the background and significance of this research, basic concepts and theoreticalbasis and the research status of the marketing of agricultural products. The second chapter isShandong agricultural products marketing environment analysis, consisting of macroecono-mic environment and microeconomic environment. The third chapter is Shandong agriculturalproducts marketing present situation，consisting of the choosing target market strategymarketing4P strategy, new marketing methods, government guidance. The fourth chapteranalyzes the questions in marketing of Shandong agricultural products. The chapter five isShandong agricultural products marketing strategy adjustment, establishing marketingconcept of market-oriented, Strengthening market development，from every links betweenproduction and sales to improve the market competitiveness of agricultural products inShandong Province.