Research On Marketing Strategy Of Lintong Characteristic Agricultural Products

In recent years,although the introduction of various policies to benefit agriculture in China has greatly promoted the development of "agriculture,rural areas and farmers",the income of producers is still not significant.The main reason is that the overmuch marketing links for agricultural products,the high circulation cost,and the middlemen who intercepts most of profits.The change of consumption pattern of market demand,the rapid progress in information technology,and the update iteration of online market make farmers and producers begin to pay close attention to network marketing.With the widespread use of mobile terminals,,an emerging marketing model,O2 O is Online To Offline,which eliminates the opportunity of middlemen by combining offline business opportunities with the Internet's business model.However,due to the environmental limitations and the low cultural quality of farmers,farmers are in a weak position in the market,and the individual-oriented management mode even hinders the effective development of the O2 O model.The marketing of characteristic agricultural products in O2 O marketing model with "farmers' professional cooperatives" as the main body not only solves the contradiction between small farmers and big market,but also innovates the network marketing platform and expands the sales channel compared with the traditional marketing mode,which is of great benefit to the construction of new socialist countryside.However,for most people,the agricultural products O2 O marketing model is still unfamiliar and needs to be vigorously promoted.In order to solve this problem,the paper intends to explore and analyze the O2 O marketing model of characteristic agricultural products based on Lintong farmers' cooperatives.First,from the perspective of Lintong characteristic agricultural product network marketing,we study the agricultural product network marketing research literature of experts and scholars at home and abroad,and briefly introduce the basic theory of consumer behavio,SICAS model and other relevant theories.Second,the macro environment of the marketing of featured Lintong agricultural products is analyzed by the pest method,and the marketing competition environment is analyzed by the hard work method.Then,we design the questionnaire based on the theory of consumption behavior and SICAS model,and make a descriptive analysis of the questionnaire results.Last,according to the above analysis results and 4P theory,the paper puts forward targeted strategies for the marketing of Lintong farmers' cooperatives under the O2 O model,and puts forward suggestions to ensure the implementation of these strategies.From the perspective of network marketing,this paper expands the scope of research and enriches the perspective of research;from the perspective of the O2 O marketing model of characteristic agricultural products,this paper refines the research content,enriches the connotation of the research,and provides reference for the development of e-commerce of characteristic agricultural products of farmers' cooperatives in China.