Problems And Countermeasures Of Navel Orange Marketing In Fengjie Count

The Three Gorges Reservoir area is one of the most suitable areas for citrus cultivation in the world.Fengjie County is the core area of the reservoir area,its superior natural conditions are highly adapted to the growth and development of navel oranges,and the fruit quality produced is widely sought after by the market.With the Party and the state attaching great importance to the transformation and development of agriculture,Fengjie navel orange industry should follow the guidance of rural revitalization strategy,through the benign mutual promotion of brand marketing and industrial modernization,realizing the navel orange industry to promote the economic growth of Fengjie County by leaps and bounds.However,the current marketing situation of Fengjie navel orange is far from matching the needs of its national orange brand value first.This article attempts to depict the marketing situation of Fengjie navel orange by combining qualitative and quantitative methods,judging the marketing direction of Fengjie navel orange,and putting forward relevant suggestions to optimize the marketing shortcomings of Fengjie navel orange.In this article,based on a large collection of agricultural marketing theories and data from field research,after clarifying the industrial status of Fengjie navel orange,Based on the 4P theory,clarify the marketing status of Fengjie navel oranges.that is,the marketing basis,using SWOT model to identify the marketing status of Fengjie navel orange,qualitative analysis is made from four angles: strengths,weaknesses,opportunities and threats.On this basis,AHP analytic hierarchy process and expert scoring method are used to quantitatively identify the importance of strengths,weaknesses,opportunities and threats and their subordinate factors to the marketing status of Fengjie navel orange.Then with the AHP-SWOT model to identify the current Fengjie navel orange marketing development strategic direction,on this basis,in-depth exploration of the main factors hindering the development of Fengjie navel orange marketing and put forward reasonable solutions from different standpoints.This paper consists of 7 chapters.Chapter 1: Introduction,mainly expounds the era and policy background of the research problem,and summarizes relevant literature and works such as agricultural product marketing and its strategies,navel orange industry marketing research,and sorts out the writing logic of this article,which is clear on the basis of existing research.The significance of the topic selection reveals the research value.Chapter 2: Definition of relevant concepts and theoretical reference,mainly summarizes the marketing theories that this paper uses and uses for reference.Chapter 3: The current situation and problems of Fengjie navel orange marketing.This chapter identifies the shortcomings of its marketing development from its current marketing situation based on the marketing foundation of the navel orange industry in Fengjie County.Chapter 4: Analysis of Fengjie navel orange marketing situation based on SWOT model,this chapter sorts out the advantages,disadvantages,opportunities and threats faced by its marketing development according to the development status of Fengjie navel orange industry.Chapter 5: Based on the AHP-SWOT model of Fengjie navel orange marketing strategy judgment,this chapter clarifies the strategic planning direction of Fengjie navel orange marketing in a quantitative way by using the AHP-SWOT model.Chapter 6:Countermeasures and suggestions for optimizing the marketing of navel oranges in Fengjie County.Based on the perspective of the government and enterprises,this chapter puts forward the construction path to optimize the marketing ability of navel oranges in Fengjie County.Chapter 7: Conclusions and Prospects,this chapter further puts forward the prospect of Fengjie navel orange marketing and industrial development cycle by summarizing the full text research.