Analysis On The Implementation Status Of Vegetables Marketing Strategies In Dengta City

Vegetable is one of the sources of essential nutrients for the human body which accounts for a large proportion of people's diet structure. Meanwhile, the vegetable is one of the most important industries in agricultural production which has an irreplaceable role. It also provides continuous improvement for the city's economic development. In Dengta City, Liaoning Province, the vegetable industry provides a powerful guarantee for the city's economic development. Industry expansion leads to the economic development, attracts more surplus farm labors and more employment opportunities which increases famers' income and agricultural efficiency. The famers, lived by planting vegetables, whose income is decided by the vegetable sales production and situation directly influence their growing enthusiasm. In this paper, using the way of giving out questionnaires, we collect statistics, analyze the basic features of sample households and the situation of farmers' sale by visiting the Bureau of Agricultural and the Bureau of Statistics. The aim is to find out the main problems in sales of vegetables in Dengta City and solve them, so we can promote the development of vegetables' industry.This paper takes Dengta City, the writer's hometown, as the research object using the theory of marketing mix strategy. It researches large scale cultivation of three towns and nine villages of 206 vegetable growers as field research and interviews. This paper includes six parts. The first chapter is the introduction part, which introduces the background, purpose and meaning, method, contents and so on. It also simply combines the required documents for this article. The second chapter expounds some concepts and the related theory.The third chapter, combined with the questionnaire, tells the development of vegetables industry, introduces the sources of data and analyses the basic characteristics in Dengta City. The fourth chapter, We fully analyze the sales of planting vegetables in four ways:production, price, distribution channel and promotion. The fifth chapter according to the statistic, analyzes the problems of vegetable planting exist in sales. The main problems are:low market competitiveness of vegetable products; sales price largely affected by season; the narrow distribution channel; less promotions. Aiming at the main problems, we analyze some main reasons:the aging and featureless vegetables; facilities behind; people lack of promotion knowledge. The sixth chapter proposes some suggestions for the specific problems.With the increasing of vegetables supply, the diversity of vegetables, the input of science and technology and some other influence, the prospect of vegetables is facing a serve test in Dengta City. This paper can provide some good advice for the development and promotion of vegetable industry. It is really meaningful.