The Marketing Strategy Research Of A High-end Agricultural Products Company

Nowadays,the requirements of modern people for food are too rigorous.Not only to meet the food and clothing,but also desire the health diet.People pay more and more attention on the quality of agricultural products.These are evidence of rapid development in China.It is also demonstrated that the living standards in China is greatly improved.So in this social context,with the change of people's high-level needs,the healthy,green,organic agricultural products have emerged.How agricultural enterprises occupy a place in the field of high-end agricultural products? How to keep up with the rapid changes in the market development of enterprises,and which is the most advantageous way to promote business and their products? All these are closely related with the company's marketing strategy.Therefore,this study will focus on the marketing strategy in the high-end agricultural products.And our company will be used as an example.This study will be divided into three parts to describe.The first part will introdu ce the current situation of agricultural marketing at home and abroad,learn theory mainstream marketing strategies,such as marketing mix theory,the theory of relationship marketing,brand marketing theory and marketing internet theory.Provide some guideline for practical application by analyzing.The second part is to come up with questions of corporate marketing.This is according to high-end agricultural industry macro environment analysis,micro-environment analysis,analysis of the characteristics of agricultural products and combination with corporate status.The basic problems of a high-end agricultural products company marketing are: the marketing department staff shortage,low degree of specialization;single product structure,lack of species;more as a reference price cost pricing,lack of market competitiveness;sales channels is imperfect,to be expanded;promotions traditional,mostly buy gifts;low brand influence,brand image has not been formed within a certain range.In the third part,regarding the above marketing issues,we put forward practical marketing strategy.Firstly,4PS is used as a combination of marketing.Improve the level of corporate marketing in four aspects of the product,price,place,promotion respectively.Secondly,establish a positive relationship between enterprises and customers,enterprises and employees,companies and competitors through relationship marketing to form a win-win situation.Thirdly,improve the brand image and enhance consumer confidence by brand effect.Joint other organic food enterprise,and strive to create a regional brand.Internet marketing shows low cost,fast way to spread.So finally,means of Internet marketing and micro-marketing will be used for high-end agricultural products.In order to effectively implement the optimization of a high-end agricultural products company marketing strategy,it is described how companies smooth implementation of safeguards from four aspects of organizational security,human resources support,information technology,security and cultural security at the end of the article.