Reseach On Marketing Strategy Of Haofengyuan Agricultral Products Company

China is a large agricultural country. Based on vast territory and abundant resources, China agricultural is developing rapidly. With the rapid development of agricultural products, marketing of agricultural products becomes more and more important. As the important agricultural production base and a large export province, Shandong province, relying on the excellent agricultural foundation, has a early start and a fast development of agricultural products marketing, which makes many companies develop and expand greatly. In recent years, the consumption concept of agricultural market has changed, and people pay more attention to green organic food. Haofengyuan Agricultural Products Company is a medium-sized private enterprises in Qingdao, Shandong province, which the main business is research and development, producing and sales of muskmelon products. The enterprises has begun to take shape, but its existing marketing strategy is relatively backward and has not been suitable for the current agricultural products market, which brings the development of the enterprise into the bottleneck period. If the company want to break through and give full play to its advantages, marketing is the key. It is important for Haofengyuan Agricultural Company to make a realistic and up-to-date marketing mix strategy.Taking Haofengyuan Agricultural Products Company as the research object, this thesis firstly analyzed the present marketing situation and the main problems of Haofengyuan;then via the study of internal and external target market and marketing environment of Haofengyuan, according to the 4 Ps marketing theory, the thesis make analysis from four aspects, products, price, channel and promotion, thus obtained the suitable marketing mix strategy for Haofengyuan Agricultural Company. At last, in order to make proper implementation of the marketing strategy, some corresponding security measures are formulated.The thesis, combined with the actual enterprise case and taking Haofengyuan as the carrier, has taken a deep research on marketing strategy of muskmelon industry. On the one hand, this paper can make supplement to the related marketing theory research of agricultural products enterprise, and complete the specific marketing strategy research about muskmelon industry product; on the other hand, this thesis has carried on a deep analysis of the existing marketing strategy of Haofengyuan, and redesign the marketing strategy and the implementation of security measures. These could offer a specific conference to the marketing and team management of Haofengyuan and also have very important practical significance in improving marketing system and core competitiveness effectively of Haofengyuan and creating more economic and social value.