Research On The Present Situation And Countermeasures Of Fruit Marketing In XPCC

The fruit industry of Xinjiang production and Construction Corps(“XPCC”for abbreviation)has a significant influence in China,and it has played a role that can not be ignored in the economic development in Xinjiang Uygur Autonomous Region("Xinjiang" for abbreviation).The vast planting area,high-yield production,and large number of planters made the fruit industry an important part in the economic development of XPCC.To cope with the difficulties on the sales of fruit produced in XPCC by analyzing the sales mode of the industry is one of the urgent tasks for XPCC to deal with the pressure of international economic descending as well as the “New Normal” of domestic economy.The alternation of the fruit industry can bring more incomes to the workers,improve the economic effectiveness of the regiments,enhance the development of the industry,thus to maintain the social stabilization and promote the social and economical development of Xinjiang.In recent years,along with a new round of aids to Xinjiang,the acceleration of founding of the "Silk Road Economic Zone”,the Chinese central government has provided mass support to XPCC onspecial polices,projects,capital etc.,thereafter soundly promote the increase of the fruit industry in XPCC.However,issues like lacking of further processing,low level of technical content,primary development of distribution companies,weak in the infrastructure construction for circulation,outdated way of sales mode,and imperfection of modern circulation system etc.have become major hindering in XPCC despite of the abundance of fruit output.Therefore,this paper will focus on how to solve and optimize the sales mode of the fruit industry,to explore a suitable way of development to build the core competitive advantages with XPCC characteristics in order to promote the fruits products to markets both domestically and internationally,which leads to the increase of income for the workers and boosting effectiveness of regiments.This paper systematically explores the development status of bulk fruit andmain marketing mode in XPCC by literature research,combination of theories with practice etc.,while supported by the 4P theory in marketing as well as analysis on advantageous experience of fruit sales both domestically and internationally based on updated research of bulk fruit commodities national wide.Using dates sales as an example,this paper makes in-depth analysis on the sales status of bulk fruit commodities of XPCC from the Strengths,Weakness,Opportunities,and Threats,SWOT for abbreviation.It also carefully choose the Xinjiang Alar Poly Co.Ltd,and XPCC Fruit company as demonstrations to table proposals of strengthen the guidance and planning on communications and circulations,promote rational allocation of the market,perfect infrastructure construction,improve the circulation environment of the fruits,speed the building of circulation system,upgrade modern circulation type,deepen the reformation of circulation system,and foster the major fruit companies,from the points of view of both government and market.It has proposed an initial design of founding XPCC Fruit Corporation including its infrastructure,and sales mode,which means to optimize the marketing strategy of bulk fruit products of XPCC and bring it a healthy and sustainable development.