The Marketing Analysis And Project Orientation Research Of XJ Agricultural Sinhtseeing Garden

Since entering the21st century, the agriculture in China started to transform fromtraditional agriculture to modern agriculture. Different kind of nonagricultural-bankcapitals are continuously injected into this industry. And it’s regarded as the brightestindustry in the future. The most direct symbol of modern agriculture is its commercialoperation. Which means understanding the consumers’ thought via surveys, making theproducts meet their demands, and at last, making profit. In terms of commoncommercial projects, it starts with market positioning. To the investors and operators inagriculture, the most significant things are operating the capitals properly, avoiding therisks in construction investment and making right decisions on market positioning.The topics of this paper are above-mentioned. XJ Agricultural Park is our mainobject of study. Considered its own configuration, we collected the developmentsituation domestic and abroad, analyzed the main trend of agriculture modes, and drewthe short, medium and long term pre-planning for the park. Then a survey based on thepre-planning will be conducted to segment the market. At last, we will position the parkbased on the conclusion of the survey and give out management proposals. Theimportance of market positioning in agriculture will be proved by offering specific dataand detailed case description.This paper can be divided into six parts on structure. First part is induction,including background, research significance, and research methods. The second partcontains the theories and concepts referred by this research. The case will beintroduced in the third part, with detailed market positioning analysis in considerationof the backgrounds and development situations both domestic and abroad. Also thepre-planning is in this part. The fourth part shows the survey based on the pre-planningand its basic analysis. In the penultimate part, proposals and suggestions will be givenout with market positioning analysis. And at last, the sixth part, which is the final part,will summarize all the work done in this paper and conduct the significant conclusionabout market positioning in agriculture.