Research On The Marketing Of Zhanjiang Characteristic Agricultural Products

As a large agricultural country,China is of great significance to the development of the national economy.The "National Rural Revitalization Strategic Plan(2018-2022)" pointed out that the pace of agricultural modernization should be accelerated,the strategy of strengthening agriculture by brands should be continuously adhered to,and the agricultural supply-side reform should be continuously deepened,so as to build a modern agricultural production and management system and promote great changes in the quality,potency and kinetic energy of agricultural development.Therefore,the marketing ability of characteristic agricultural products has become one of the decisive factors in the development of agricultural modernization.Zhanjiang is located at the junction of tropical and subtropical regions,and its unique natural conditions ensure that Zhanjiang has abundant agricultural products.However,in the development process of agricultural products in Zhanjiang,the output of characteristic agricultural products has hit new highs,but it has not achieved the desired effect,and the marketing level is obviously lagging behind.Based on the theories of 4P marketing,comparative advantage and perceived value,this paper deeply analyzes the marketing environment,development status and existing problems of characteristic agricultural products in Zhanjiang,and puts forward the countermeasures to optimize the research of characteristic agricultural products in Zhanjiang with reference to the marketing experience of characteristic agricultural products at home and abroad.The paper elaborates eight parts:The first part is introduction,mainly introduces the way to do the research on the whole from the aspects of research background,research status at home and abroad,research purpose and significance,research ideas and research methods and content,and reflects the application value of the paper.The second part,is mainly from the aspects of definition and theory.This paper expounds the characteristics of agricultural products and agricultural products marketing related concept definition,is pointed out that the theory of the paper,mainly from the theory of comparative advantage,4P marketing theory,perceived value theory,scale economy theory,customer surrender value theory,below.The third part,mainly expounds the development status of Zhanjiang characteristic agricultural products industry.The varieties of Zhanjiang characteristic agricultural products are distinguished first,and the progress of Zhanjiang characteristic agricultural products industry is analyzed.The fourth part mainly summarizes the Zhanjiang characteristic agricultural products marketing environment.This paper analyzes the great potential of Zhanjiang city in the marketing of characteristic agricultural products from macro and micro perspectives.The fifth part is the analysis of marketing problems.Some problems existing in the 4P strategy of characteristic agricultural products in Zhanjiang are analyzed.The sixth part,is the enlightenment of domestic and foreign characteristic agricultural products marketing to Zhanjiang,summed up is the experience of the United States,Japan,as well as Shandong and other places characteristic agricultural products marketing,in order to achieve the purpose of Zhanjiang city characteristic agricultural products marketing problems to provide reference.The seventh part is the research on the countermeasures to optimize the marketing of characteristic agricultural products in Zhanjiang.On the basis of the above research,from the 4P marketing strategy,this paper puts forward Zhanjiang city characteristic agricultural products marketing problems in the product strategy,price strategy,channel strategy and promotion strategy of countermeasures and suggestions.The eighth part is the conclusion and prospect,which briefly summarizes the results obtained through the research and judgment of this paper,and then puts forward the hope for the development of characteristic agricultural products in the future.