Research On Marketing Strategy Of Characteristic Agricultural Products Of J Agricultural And Sideline Products Company Limited

With the improvement of people’s living standards,people pay more and more attention to the pursuit of green,healthy,safe and organic agricultural products in diet,which makes characteristic agricultural products have a strong market potential.As a major agricultural province in China,Heilongjiang Province,under the impact of the epidemic,the sales of characteristic agricultural products have been faced with unprecedented challenges.How should J agricultural and sideline products Co.,Ltd.(hereinafter referred to as J company)mainly produce,process and sell characteristic agricultural products further develop the market.From the perspective of enterprises,using relevant marketing theories,this paper makes a comprehensive analysis of the marketing situation of agricultural products,innovates the marketing mode of enterprises,promotes enterprises to improve profits and farmers’ income,and also provides reference value and significance for the selection of marketing strategies of other characteristic agricultural products marketing enterprises.Taking J company as the research object,this paper first introduces the general situation and marketing status of J company,the problems and cause analysis of J company’s characteristic agricultural product marketing,and the selection of J company’s characteristic agricultural product marketing strategy.By using the methods of questionnaire,field investigation and interview,this paper investigates and analyzes the marketing status of J company.J company has deficiencies in products,prices,channels and promotion,such as small scale,short industrial chain The added value of the products is low and the scale is limited.The characteristic agricultural products are in the simple processing stage,the degree of deep processing is insufficient,the investment in deep processing,packaging and other processes is less,and the deep processing and secondary value-added of brand products are lacking.In the choice of price strategy,pricing lacks diversity.In terms of sales channels,it relies heavily on the traditional sales model.The original promotion mode is still in the dominant position,mainly offline promotion mode.Insufficient attention to brand building.Low management level.The main reasons for the above problems of J company are lack of product awareness and brand management,pricing strategy divorced from market reality,lack of network marketing talents and technology,and backward sales methods.Therefore,company J should first clarify the product positioning,and put forward the enterprise’s marketing strategy on this basis,that is,improve the quality of products and services,adopt comprehensive pricing method,broaden sales channels and carry out a variety of publicity methods.Always convey the company’s sales philosophy of "green,health,safety and organic".Providing high-quality products and services has become the key factor determining the success or failure of enterprises.Enterprises should also pay attention to their own brand marketing and promotion.On the premise of obtaining profits,enterprises should comprehensively improve their management level,R & D level,innovation level and service level,and expand their brand value.