Research On Agricultural And Sideline Products' Marketing Strategy In SHQL Ecological Agriculture Co.,LTD.

Hunan is a big agricultural province. Chenzhou, in the southeast of hunan province, is a multiple radiation region in the "central China economic circle" and "pearl river delta economic circle". Its position takes obvious advantages and the development of agricultural industry has the congenital advantage. It plays an important role in enhancing the economic of Chenzhou, increasing agricultural and sideline products production enterprises and promoting the economic benifits of the farmers in the city to increase the development and utilization of agricultural and sideline products in Chenzhou and build own agricultural and sideline products brands. SHQL company plants to build domestic well-known brand of agricultural and sideline products, but there are many marketing problems.Based on this, the author has collected a large number of first-hand practice information, and wants to analyze it from four main aspects by using literature analysis, survey method and statistical analysis. The first is the state of operation on agricultural and sideline products in SHQL; The second is the external and internal environment where the agricultural and sideline products' marketing is in; The third is SHQL's strengths, weaknesses, opportunities and threats; The fourth is marketing strategies on SHQL's products, prices, channels, promotion and so on. SHQL found that its agricultural and sideline products' marketing has both opportunities and challenges by analyzing. The opportunities are mainly national Internet + action plan policy's guidance and the supportation of the rapid development of information technology. The challenges are mainly the fierce market competition, and higher industry science and technology requirements. SHQL, meanwhile, the company still exists a lot of problems in the marketing. For example, the brand value is not obvious; The channel structure is not stable; The promotion is in a single way; and its pricing lacks market effects, and so on. To seize opportunities, meet challenges and solve the practical problems in marketing, SHQL puts forward marketing strategy recommendations, such as the product information, packaging narrative, schannel structure optimization, the price adjustment and activity promotion. Hope SHQL, under the new situationuse, takes a proper use of marketing strategies to enhance SHQL's marketing ability, to improve competitiveness of Chenzhou agricultural and sideline products, and to provide references for promoting practical applications on the marketing strategy theory.