Research On The Marketing Strategy Of Green Agricultural Products In Tangshan City

Since our country is a typical agricultural country,the development trend of rural economy concerns prosperity and stability of the country.In our vast land,there are a gricultural products of different features in different regions with unique resource adv antages.But currently most of the agricultural product markets in our country still sta y in the stage of primary spot market.And the channel and opportunity of marketing o f agricultural products are not smooth enough,bringing much impact to farmers’ inco me.Agricultural products are an important link in the development of the agricultural industry,which is related to the ultimate interests of farmers,agricultural-related enterprises and consumers.How to carry out agricultural product marketing is the key to solving the problem.Agricultural product marketing must actively adapt to environmental changes,diverge marketing ideas to combine trends and innovate.With the improvement of people’s quality of life in our country today,green food based on ecology and health is increasingly favored by a wide range of consumers.However,due to the relatively weak market awareness and inaccurate positioning of operators,it is difficult for traditional marketing methods to meet the needs of today’s social development.This paper analyzes the industrial status and problems of the green agricultural product marketing strategy in Tangshan City.On the basis of the AHPSWOT theory,taking Qianxi chestnut as a case,it uses the relevant marketing theories to study its marketing problems.Firstly,it summarizes the views of domestic and foreign scholars on the marketing of green agricultural products.Secondly,it introduces the development status of green agricultural products in Tangshan City and Qianxi chestnut industry.Combined with the development status of Qianxi chestnut in Tangshan green agricultural products,a questionnaire is designed.Problems existing in the actual production and operation of agricultural products by Western chestnut producers,distributors,and enterprises.Through the questionnaire form,the chestnut enterprises and individual operators were fully investigated,and the existing problems were put forward around the four aspects of product,price,channel and strategy.Then the development of Qianxi chestnut was deeply analyzed by using AHP quantitative analysis and SWOT qualitative analysis.In the AHP analysis,the existing problems are sorted,and the corresponding weights of strengths,weaknesses,opportunities and challenges are calculated;in the SWOT analysis,the current marketing feasibility of Qianxi chestnut is discussed in detail,and the defects in the development of chestnut enterprises are supplemented.Finally,on the basis of summarizing the research,this paper puts forward the countermeasures to optimize the marketing strategy of green agricultural products in Tangshan City from four aspects of product strategy,price strategy,channel strategy and promotion strategy,and puts forward the safeguard measures to optimize the marketing strategy of green agricultural products in Tangshan City from three aspects of talents,funds and quality supervision,thus forming a relatively complete system.