Research On The Marketing Strategy Of Rice In Hongsheng Agricultural And Sideline Products Cooperation

Rice as one of the most important food in China,occupies an important position in the people daily life.However,the consumption habits and preferences of rice are different in differrent province.For rice enterprises,a single variety of products is difficult to meet the needs of the national consumers.Hiromori agricultural cooperatives as a Hubei regional r ice company,founded less than four years,to gain a foot hold in the fierce competition in the rice industry,highlighted the need to consider how to make rice marketing,products are accepted by consumers,improve brand awarenessTo achieve the purpose of the study,On the basis of the existing research achievements of excellent enterprises / cooperatives at home and abroad,On the basis of practical research,4P theory and WOST theory,First,the present situation and existing problems of Hongsheng cooperative are analyzed.And a deep analysis of the reasons for the problem.The external marketing environment of Hongsheng cooperatives.Prelim inary determinat ion of the marketing strategy of Hongsheng cooperative.Finally,through the detailed analysis of the marketing strategy of Hongsheng cooperatives and the implementat ion of the implementation of the safeguard measures,So as to achieve the marketing goal of Hongsheng cooperative.Through the study,the following conclusions are obtained:Hong Sheng cooperative marketing concept to let members enjoy rich,let eaters,do ecological marketing,dissemination of health,let the fish of 10000 Xiangpiao.The marketing goal is divided into three stages.The near future goal is to realize the famous brand of Xiantao.The medium term goal is to realize the famous brand in Hubei Province,and the long-term goal is to achieve the national famous brand.From the point of view of the product strategy,the specific content includes: 1,the high-end consumer market sells green,ecological,organic products,2,high-end consumer market sales of hardcover products,3.Sales of large packaging and bulk products in the low end consumer market.From the point of view of the price strategy,the specific contents include,The price of rice in Hongsheng cooperatives will be differentiated,For the price of high end rice,the price has increased slight ly on the basis of the original,to about 16-20 yuan / Jin.For middle-end rice,the price is about 10-15 yuan / Jin,and the price of bulk rice is 2-3 yuan / Jin.From the point of view of the promotion strategy,the specific content includes: One is to cooperate with large supermarkets to promote promotion and promotion,and two is to plan the promotion and promotion of small and medium-sized supermarkets.At the same time,according to the characteristics of the product to carry out combined promotion,the promotion personnel,product display,public relations and so on all aspects of consideration,to ensure the promotion effect.From the point of view of the channel strategy,the specific content includes: Using direct selling(network marketing and self built sales out lets),non direct selling inc ludes looking for large supermarkets in Xiantao as marketing markets,The future adopts Hongsheng cooperative-a powerful dealer-the model of large supermarket-consumer.