Research On The Marketing Of Longan Pomelo Of Guangan Characteristic Agricultural Products

Since the reform and opening up,China’s economy and society have developed at a high speed,the consumer market has made continuous progress,and the market and marketing strategies of all kinds of featured agricultural products have gradually become mature.As one of the most characteristic agricultural products in guang ’an city,longan pomelo has been operated by independent retail investors of farmers for many years.There are many restrictive factors such as difficulty in improving quality and efficiency,lack of brand awareness,low circulation efficiency and so on,which affect the development process of high-quality agricultural products with regional characteristics.The paper through literature method,questionnaire method and theory of comparative advantage,4 p marketing theory,research methods,in order to cross Long An pomelo as the research object,in this paper clarified the research background,research purpose,research significance,on the basis of the research status at home and abroad are reviewed in this paper,defines the relevant concepts,combed the related theoretical basis,this paper expounds the cross Long An pomelo development present situation.And through the form of questionnaire to the guangan Long’an pomelo marketing status of investigation and statistics.Through analysis,we found problems in the marketing of Guangan Long’an Pomelo,including insufficient product development capabilities,lagging brand building,insufficient scientific rationality of price series,unsound sales channels,and simple and crude promotional models.From the government,the operators themselves,the policy environment and other aspects of the system analysis of the causes of Long’an pomelo marketing problems.The marketing strategy based on the "4P" marketing theory is put forward.Firstly,the government should pay more attention to and support the development of featured agricultural products,increase financial input,support and expand new business entities,and innovate the investment and financing mechanism.The second is to vigorously improve the long ’an pomelo product development capacity,launch a series of products to meet the market demand,improve the processing capacity of long ’an pomelo products,improve the long ’an pomelo industry standardized production capacity,improve the integration of the development of agriculture and tourism ability;Third,we should pay attention to the brand effect of agricultural products,create a unique and advantageous brand of longan pomelo,intensify brand publicity,strengthen brand cultivation,and strengthen market development at home and abroad.Fourth,we will strengthen rural informatization,promote Internet sales of agricultural products,improve rural information networks,establish a sound agricultural market information monitoring and early warning system,and establish a sound agricultural logistics system.Fifth,continuously improve the quality and skills of the operators,strengthen their marketing awareness,establish and improve the talent guarantee system,complete the construction of the grass-roots technology promotion system,and implement the new professional farmer cultivation project.The study not only the waste other relies on color of agricultural products marketing strategy has a certain guiding significance to the research and innovation,and for other region characteristic agricultural products provided a reference for the innovation of the marketing strategy,so as to promote the construction of characteristic agriculture,enhance the competitiveness of agricultural products marketing in China to provide theoretical reference and practical application.