Research On Agricultural Product Marketing Strategy Optimization Of XF Farmer Cooperatives

The year 2021 is the first year to consolidate the achievements of poverty alleviation and effectively link up the rural revitalization strategy.As an important economic organization for poverty alleviation,rural industry prosperity and modern rural industrial system construction,farmer cooperatives are also an effective carrier for realizing the rural revitalization strategy and leading grassroots villagers to common prosperity.It has important economic and political influence in the development of China’s agricultural economy.Under the background of rural revitalization,the quantity and quality of farmers’ cooperatives in various regions have developed rapidly,and the degree of market competition in agricultural products has been further intensified.How to realize the rapid development of cooperatives and the improvement of product quality and sales is a common concern of cooperative managers,grass-roots governments and farmers.It is also an important test of marketing ability and product marketing strategy of cooperatives.Combined with case study,literature research and field investigation,this study takes Kaifeng XF farmers cooperative as the research object to discuss the optimization of marketing strategy for its products.First,this study summarizes the marketing status of XF farmers cooperatives,and makes a systematic analysis of its marketing strategies based on relevant theories.The research found that XF farmers’ cooperatives had some problems in the marketing strategy of agricultural products,such as insufficient brand construction,few varieties of agricultural products,lack of price stability,confused product positioning,poor sales channels,high dependence on distributors and leading enterprises,and weak product promotion ability.In order to improve the existing agricultural products marketing strategy of XF farmers cooperatives,the theory of five forces model is adopted.The results show that there are many competitors for similar products,the cooperative has weak bargaining power,distributors are in a strong position,suppliers have weak bargaining power,lots of potential entrants and many substitutes.Secondly,combined with SWOT analysis,it is found that the advantages of XF farmers cooperatives are technology and product quality.The disadvantage lies in the lack of brand building and professional marketing personnel.Opportunity is in the rural revitalization strategy,in the process of its development to enjoy the relevant preferential policy support.The threat is serious homogenization and fierce market competition.Finally,this study proposes targeted marketing optimization strategies based on the existing problems and environment of agricultural products marketing strategies of XF farmers’ cooperatives.This study is expected to promote the transformation and upgrading of agricultural product marketing strategies of XF farmer cooperatives,promote rapid development,and better drive the income increase of farmers and the construction of modern rural industrial system.