Research On The Mizhi County Marketing Strategy Of Millet Product

As a long-standing millet planting area,Mizhi County in Shaanxi Province is the leading production base of millet products in China.In recent years,with the practical application of scientific and technological innovation,Mizhi County takes its own regional characteristics,market-oriented,benefit-centered,and gives full play to the regional advantages of millet production.The planting area,output value and per capita income of rice-fat millet are increasing year by year.Therefore,how to improve the sales of millet products and promote the high-quality millet products of rice fat to the deeper domestic market,even exported to foreign countries,has a vital significance for the development of millet products.According to the requirement of the government of Mizhi County for the production of rice-fat millet,the millet producers and managers in Mizhi County will focus on product quality,industrial chain and brand building in the future,give priority to the development of green Se-rich millet,integrate the existing brands of millet products,and strive to build the special millet products in Mizhi County.Therefore,this study focuses on the current situation of the marketing strategy of millet products,and analysis of the problems reflected in the current situation,so as to put forward more optimized marketing strategy beneficial to the marketing of millet products.This study analyzed the marketing strategy status of millet products in Mizhi County through four "4P" marketing strategy frameworks: brand strategy status,channel strategy status,pricing strategy status and promotion strategy status.The problems existing in the marketing strategy of millet in Mizhi County are put forward.Firstly,the brand quality of millet products in Mizhi County needs to be improved;secondly,the network marketing channel has not been fully utilized;thirdly,the pricing power of millet products is not in the hands of actual producers;fourthly,the existing promotion mode is single.Based on the above analysis,this study puts forward several optimiza tion strategies for millet marketing.Firstly,starting with the brand strategy of millet products in Mizhi County,we should improve the brand quality and brand effect and increase the market share of the brand;secondly,we should improve the network marketing channels and expand the scale of the network marketing channels;thirdly,we should choose the combination bundling pricing method according to the market situation;fourthly,we should expand the new advertising promotion methods.In order to further guarantee the implementation of the marketing strategy of millet products in Mizhi County,based on the perspective of the government and related enterprises,the corresponding safeguard measures are put forward from four aspects: personnel security,fi nancial security,standard security and cultural security,to provide guarantee for the implementation of the marketing strategy of millet products in Mizhi County.This research originally takes the present situation of marketing strategy of millet produc ts in Mizhi County of Shaanxi Province as the breakthrough point,finds out the prominent problems existing in the marketing strategy of millet products currently formulated,and optimizes the corresponding marketing strategy in a targeted way to solve the problems,and provides safeguards for these optimization strategies,so as to provide reference for the marketing of millet products in Mizhi County.