Research On Marketing Strategy Of Guangfeng Majia Pomelo

Guangfeng Majia pomelo is a kind of local specialty fruit produced in Danan Town,Guangfeng District,Jiangxi Province.It is a variety of red pomelo and one of the eight major pomelo varieties in China.After nearly 20 years of development,Majia pomelo has become one of the most unique industries in Guangfeng District,and plays an irreplaceable role in increasing farmers' income and promoting local economic development.Although the development of Guangfeng Majia pomelo industry has made great achievements in recently years,there still is a large gap compared with the advantages fruit industry in other regions,especially in marketing.As a kind of local specialty fruit,adopting different marketing strategies to adapt to the increasingly fierce market competition and changing market environment of the grapefruit industry is an important aspect that many Majia pomelo businesses need to think about now.In this paper,the marketing strategy of Guangfeng Majia pomelo is taken as the research object,and the relevant theories and methods of marketing are used to propose corresponding solutions based on the different problems faced by Guangfeng Majia pomelo in the whole marketing strategy,in order to enhance market competitiveness,we will further develop the Majia pomelo market.The analysis method of this paper is: 1)starting from present situation of Majia pomelo industry,this paper introduces the historical origin,sales situation and market demand status of Majia Pomelo.2)this paper analyzes the existing marketing strategies and marketing effects of Majia pomelo,and summarizes the main problems existing in the implementation of marketing strategies of Majia pomelo.3)based on the relevant theoretical methods of Porter's five-force mode and PEST,the macro environment and industry competition environment of Guangfeng Majia pomelo have a full analysis in detail.4)in view of the main problems in the marketing process,this paper puts forward the strategies of optimizing the market,enriching the product strategy,broadening the sales channel strategy,implementing the flexible pricing strategy and increasing the promotion strength strategy.Through the development of many strategies to obtain marketing capabilities,the concept of marketing strategy to achieve a strong complement and overall improvement in the fruit market.5)put forward all kinds of safeguard measures,including government policy support,big data platform construction and public relations marketing,so that the above marketing strategy can be scientifically carried out to realize the comprehensive development of Majia pomelo industry.