The Research On Marketing Strategy Of Xiangtai Modern Agricultural Science And Technology Park

The leisure agriculture is a comprehensive leisure agriculture park wich has multi-function new industry.It has the significant long term for adjusting the agricultural industrial structure,driving the development of the related industries,solving the three ruralproblems,inheriting the historical culture and improving the level of environmental protection.With strong economic development situation for Xiangtai modern agricultural science and technology park in WangCheng District in Hunan province,the key point is how to make industry benign and rapid development come true.This dissertation regarded the Xiangtai modern agricultural science and technology park as the research object and based on the marketing,consumer behavior and other theories.First,it focused on the resource base, development advantages, and low output value of the Xiangtai modern agricultural science and technology park,using comprehensive analysis method to study home and abroad and the development of leisure farm in Changsha various districts and counties,summarizing the advanced experience can be used for reference;Second,it using SWOT analyzed more the development condition of Xiangtai modern agricultural science and technology park.Third,using questionnaires and quantitative methods such as factor analysis respectively analyzed its consumer market research. Last,this dissertation concluded the marketing strategies and implementation countermeasures.Through the whole research,this dissertation come to the following conclusions:The first,the principal consumer behavior ofXiangtai modern agricultural science and technology park has relatively independent and association,the principal consumer behavior influencing factors and behavior effect interact on the marketing demand. Marketing consumer groups is one of the strongmarketpull of leisure farm development.The Second,it proposed the Marketing strategy of modern agricultural science and technology park.It included the Market segmentation and positioning strategies,marketing mix strategy,Brand strategy,Differential pricing strategy,Travel agency and network selling channel strategy,Promotion mix strategy and setting up the customer service information system to improve service quality.