Research On The Influencing Factors Of Loquat Economic Benefits Based On Marketing Perspective

The issues of agriculture,rural development and rural residents have existed since the founding of the People's Republic of China,which were proposed as a concept in the mid-1990 s.However,under the current national conditions in China,these issues are even more obvious.General Secretary Xi Jinping put forward the "Village Revitalization Strategy" in the report of the 19 th National Congress of the CPC on October 18,2017,stating that the issues of agriculture,rural development and rural residents are related to people's livelihood,and that the CPC and government must always address these issues as a top priority in the work of the entire party.In the documents issued on January 2,2018,May 31,2018,and September 2018 respectively,like “the Opinions of the Central Committee of the Communist Party of China on the Implementation of the Rural Revitalization Strategy”,“the National Rural Revitalization Strategic Plan(2018-2022)” and “Strategic Plan for Rural Revitalization(2018-2022)",the State Council also proposed to vigorously implement the strategy of rural revitalization,focusing on solving these rural issues.With the development and implementation of national support policies such as the rural revitalization strategy,increasing farmers' income,agricultural development and rural stability are the main means to solve the issues of agriculture,rural development and rural residents.Loquat is a characteristic fruit and advantageous fruit in Gulou Town,Hechuan District.In recent years,the cultivation of loquat has gradually attracted much attention and has become the first choice of most growers in Gulou Town,Hechuan District.Its industrial development has greatly contributed to increasing farmers' income,agricultural development and rural stability.Literature research found that relevant experts and scholars have successively put forward a series of influential opinions and opinions.The research is more focused on the study of production,while there are a little research focusing on circulating of the loquat.Most of the methods for researching and discussing agricultural products use qualitative research,while there are fewer methods for quantitatively studying the nature of things.This phenomenon that emphasize theory over empirical evidence makes research subjects extremely subjective.Therefore,this study takes the loquat growers in Gulou Town,Hechuan District as the research object,and analyzes the influence of relevant factors in the circulation on its economic benefits to propose reasonable suggestions for loquat cultivation in this region,in order to improve the economy benefit of the loquat industry in Gulou Town,Hechuan District.Follows the research thinking of "theoretical combing-analysis of the status quo-problems discussion-strategies and suggestions",this paper discusses the economic benefits of agricultural products and their influential factors in Gulou Township,Hechuan District based on the loquat marketing.Through literature review and theoretical analysis,it was found that the economic benefits of Gulou Town,Hechuan District were mainly affected by factors such as product quality and price.Therefore,this paper designs a questionnaire from four dimensions: product mix,price mix,channel mix and promotion mix.It investigates the current situation and the existing problems of agricultural products and farmer in Gulou Town,Hechuan District.Meanwhile,based on the binary logistic regression model,the economic benefit model of the farmer in Gulou Township,Hechuan District was explored.The degree of influence of the economic benefit of the farmer's Gulou Township in Hechuan District on the product mix,price mix,channel mix,and promotion mix were explored with SPSS22.0 software.The results show that the economic benefits of loquat in Gulou town of Hechuan district were positively affected by product mix,price mix and promotion mix.According to the research results,this article proposes countermeasures and suggestions from the government level,social level,enterprise level,Marketing level,and grower level to enhance the economic benefits of the farmer in Gulou Town,Hechuan District.