A Study On The Countermeasures Of Optimizing The Marketing Model Of Special Agricultural Products In Anyang

As China's economy continues to grow,per capita disposable income has steadily increased,residents' consumption behavior has changed,and consumer demand has diversified.In recent years,Anyang City has vigorously supported the production of specialty agricultural products.The output of specialty agricultural products has continued to reach new highs,but the level of marketing has lagging significantly.The marketing of specialty agricultural products is more difficult.Increase the sales volume of special agricultural products in Anyang City and promote the healthy development of the special agricultural products market.The thesis takes Anyang City's characteristic agricultural product marketing model as the research object,defines related concepts of agricultural product marketing,introduces the relevant theoretical basis of this research,uses literature research methods to summarize relevant research and policies at home and abroad,and analyzes the optimization of Anyang's characteristic agricultural product marketing model Inspiration.The output of specialty agricultural products in Anyang is constantly increasing,and the marketing of specialty agricultural products is more difficult.Slow sales often occur.Using the questionnaire method,investigate the current status of Anyang's special agricultural products marketing model,analyze the advantages and disadvantages of Anyang's special agricultural product marketing development,find out the problems of the four marketing models;draw on typical domestic and foreign marketing models,and summarize the Anyang City's characteristic agricultural product marketing model Optimized experience.By drawing on the experience of typical marketing models at home and abroad and using4 P marketing theory,experience economy theory and green marketing theory,the optimization strategies of the four main marketing models of Anyang's characteristicagricultural products are proposed.The "agricultural super-docking" model: perfect the supply chain and green marketing concept;"Farmer + wholesaler + retailer" model:marketing channel optimization and innovative pricing strategy;online marketing model:group purchase + brand marketing strategy;chain operation model: improve the chain operation ability and increase experience marketing strategy.In order to ensure the implementation of optimization strategies,we put forward guarantee measures such as building an infrastructure guarantee system,cultivating a talent team for marketing systems,strengthening the quality supervision of special agricultural products and investing marketing funds.