Research On The Marketing Problems And Countermeasures Of Characteristic Agricultural Products In Heyuan City

Today,when the country continues to strengthen agricultural support,the agricultural economy is developing at a faster rate,and the economic benefits brought by agricultural products have gradually increased.At the same time,the market share of specialty agricultural products has also increased year by year.A large number of researchers in my country have begun to pay attention to the marketing of specialty agricultural products in the agricultural product market.How to market specialty agricultural products in the future is a topic that needs social attention.This article selects specialty agricultural products in Heyuan City as the object,and consults domestic and foreign marketing theories,Agricultural product marketing strategies,agricultural product marketing channels,agricultural product marketing models,and agricultural product brand building literature,based on the theory of "4P" marketing theory,brand marketing theory and product differentiation theory,conduct research on the current marketing situation and analyze existing problems,Causes and development countermeasures.This paper mainly uses the literature research method and the field research method to conduct research.Through the investigation and research on the marketing of characteristic agricultural products in Heyuan City,the current situation of the marketing of characteristic agricultural products in Heyuan City was analyzed,and the recent situation of the rich varieties of characteristic agricultural products in Heyuan City,the initial results of brand building,the diversification of marketing channels and the changes in promotion concepts,At the same time,it analyzes the advantages of the marketing development of characteristic agricultural products in Heyuan City,and draws the conclusion that it has unique advantages in the growth environment of agricultural products,convenient geographical advantages in the circulation of agricultural products and the advantages of loose policies that are conducive to the brand building of agricultural products.After investigation and analysis,it is found that the marketing of characteristic agricultural products in Heyuan City mainly has problems such as quality difference that affects the overall processing level,weak brand building,narrow and long circulation channels,imperfect logistics system,lack of promotion talents,etc.,and analyzes the problems The reasons for the above problems are found to be that the small scale of agricultural products and the low degree of standardization affect the brand building process,the weak competitiveness of the front end of the marketing channel,the lack of support for the construction of logistics infrastructure,the low degree of agricultural industrialization,and the quality of employees.Lower.Based on the marketing experience of domestic and foreign agricultural products,the paper proposes to establish a quality standardization system for characteristic agricultural products,improve the processing level,green characteristic agricultural products,implement brand creation,and optimize product packaging;improve the organization of front-end organizations and enhance the channels of characteristic agricultural products Competitiveness,the establishment of a flat marketing channel model,the integration of production and marketing channels,the development of new marketing channels for the marketing of characteristic agricultural products through the combination of agriculture and tourism;strengthening the construction of logistics and distribution infrastructure and optimizing promotional methods and promotional capabilities.