Marketing of agricultural products refers to a series of creative activities taken by producers and operators in the process of transferring agricultural products from producers to consumers in order to meet the needs of consumers and realize their own goals, that is, investigating and studying the agricultural products market, producing products that meet the market demand according to market demand, and then selling agricultural products to consumers through efficient circulation channels at reasonable prices and at the time and place people need.
L several characteristics of agricultural products marketing
(1) The marketing of agricultural products includes the whole process of production, marketing and marketing, which is risky and highly dependent on nature. There are many uncontrollable factors in the process, which lead to the production and operation of agricultural products facing extremely high natural risks, low input-output ratio, long investment return period and low yield. (2) The elasticity of agricultural products is low, and the supply and demand changes caused by price changes are small. (3) The inconsistency between the production and consumption of agricultural products in time and space. This is mainly reflected in the self-sufficiency of farmers, the continuity of people's demand for agricultural products and the seasonality of production.
2 domestic and foreign agricultural products marketing methods and status quo
2. 1 Marketing Status of Foreign Agricultural Products
Exporting countries such as Europe and America have high concentration of agricultural products, and their products are market-oriented, information-based and high in science and technology. Therefore, their marketing channels are short, mainly from the wholesale market of origin to retailers directly. Its characteristics are: (1) the market of origin is concentrated. For example, in the United States, the production of agricultural products is highly regionalized, forming corn, wheat, soybeans, vegetables, fruits and other producing areas, and the market of origin of agricultural products is very concentrated. In the whole sales channel system, 98.5% of the transactions are between wholesale markets and retailers. (2) The local wholesale market radiates the urban agricultural products distribution market. For example, in the United States, roads and railways are developed, and agricultural products can often be quickly transported to stations in big cities. Therefore, the supply of agricultural products is not concentrated in the suburbs of big cities, but in distant producing areas. Its wholesale market accounts for 20% of the total transaction volume of agricultural products, but it plays a leading role in the formation of agricultural product prices. (3) Short sales channels, few links and high efficiency. 78.5% of agricultural products in the United States flow directly from the place of origin to retailers through distribution centers, while the sales of station wholesalers only account for about 20%. Because there are few channels, the circulation of agricultural products is fast, the cost is low and the efficiency is greatly improved. (4) The service channels are well organized. In order to cooperate with the efficient circulation of agricultural products, many characteristic products have been produced.
Easy-to-serve channel organizations, such as loading and unloading companies, transportation companies, processing and distribution centers, banks, etc. (5) The internal transactions in the wholesale market are mainly auction and consignment. Based on the wholesale market, the Chicago futures market and other agricultural futures markets have been formed. Due to public auction, agency sales (or purchase and sale) and futures trading, the market price of agricultural products fully reflects the changes in market supply and demand, and the wholesale market dominates the formation and information dissemination mechanism of agricultural products market prices.
Industrially developed countries such as Japan are major importers of agricultural products, and their agricultural products are more dependent on imports. The circulation channels of agricultural products are complex, including central wholesale market, local wholesale market, middleman wholesale market, retail organization and supply organization, limited order production, life association order distribution and so on. Its channel characteristics are as follows: (1) There are many channels and the circulation cost is high. Japanese Wholesale Market Law prohibits middlemen from engaging in wholesale business, which makes very few wholesalers (such as Zhu Shi Co., Ltd.) purchase goods from the origin market, so most agricultural products have to go through multi-level wholesale markets, thus increasing the circulation cost of agricultural products. (2) The channel circulation is standardized, legal and efficient. Although there are many circulation links, the Japanese wholesale market adopts auction, bidding, pre-sale and sample trading, and even the same commodity is auctioned by two institutions at the same time, and the price is open and fair.
The experience we can learn from is: (1) Regionalization of agricultural production. The regional distribution of agricultural products in the United States is conducive to the formation of the scale effect of the origin market and the circulation of agricultural products. (2) learn from Japanese experience, standardize the market behavior of agricultural products, and formulate laws and regulations. (3) Diversification of channel organizations, especially agricultural professional cooperatives. In Japan and the United States, most farmers have joined cooperatives, and various cooperatives serving farmers and agriculture have been established before, during and after agriculture. It is one of the best forms for farmers to enter the market. (4) Enterprise and management marketization. Agricultural industrialization in Europe and the United States has differentiated various professional industrial enterprises within agriculture. (5) Shortening and integration of channel structure.
2.2 China Agricultural Products Marketing Status
2.2. 1 The construction of agricultural products market has developed rapidly. This is mainly because China's agricultural products trading market is gradually changing from quantity expansion to quality improvement after more than ten years of rapid growth and scale expansion. The circulation scale has been gradually expanded, the market hardware facilities have been significantly improved, the commodity grade has been improved day by day, and the market operation quality has become increasingly optimistic.
2.2.2 The wholesale market of agricultural products has become the main channel for the circulation of agricultural products. At present, 80% ~ 90% of fresh agricultural products consumed in large, medium and small cities are provided through wholesale markets.
2.2.3 The modern circulation mode focusing on distribution, supermarkets and hypermarkets has developed rapidly, becoming a new member of the agricultural product marketing channel system, and fierce competition has been launched between retail terminals and traditional markets.
2.2.4 Agricultural products marketing agencies have developed actively, and various agricultural products buying and selling entities such as self-employed households, specialized households and consortia have continuously developed and expanded these intermediary organizations, which has enabled farmers' small-scale production to connect with the big market one by one, changed the embarrassing situation of disjointed production and marketing in the past, and effectively alleviated the problem of difficult agricultural products sales. Their appearance promoted the development of upstream production bases, led farmers to the market, helped farmers get rich, and played a positive role in regional agricultural development.
3 the main problems in the marketing of agricultural products in China
3. 1 Insufficient basic investment in agricultural products marketing
This is mainly due to the shortage of agricultural products market and channels, the shortage of agricultural products storage facilities and cold chain construction of agricultural products marketing, and the unfavorable tax and transportation preferences in agricultural products marketing.
3.2 Agricultural products marketing professionals are less
At present, most of the marketing of agricultural products is made by farmers. In the past, production and sales were booming. Although a group of vendors have developed into brokers specializing in agricultural products marketing, they lack professional training and are difficult to integrate into modern marketing. It is even more difficult to find a compound talent who integrates agricultural product production, marketing planning and sales execution, which is incompatible with our agricultural country.
3.3 The cost of product standardization and branding is high, and the marketing rules of agricultural products need to be standardized.
At present, although China has established a series of standards and certification systems for the quality production and sales of agricultural products, the use, construction and management of standards need to spend a lot of money, which farmers cannot afford; In addition, the market competition is unfair, the interests of farmers are not protected, the circulation is not smooth, and the phenomenon of high quality and low price is widespread.
3.4 Agricultural information network construction is weak
It is difficult for farmers to obtain market information in time and accurately, and the information in production and consumption markets is asymmetric. In addition, some farmers do not have enough quality and self-protection ability. They don't know how to analyze, judge and identify all kinds of information. Only by subjective judgment, they are often unable to effectively define the market and accurately locate products, resulting in a large number of commodities and serious homogenization. Often people follow the trend after making money, but the products that come out again are not accepted by the market.
3.5 Agricultural products leading processing enterprises are underdeveloped
The technology related to the storage, transportation and preservation of agricultural products can't keep up, which leads to serious waste of agricultural products and the added value of agricultural products marketing can't be reflected.
4 How to do a good job in the current marketing of agricultural products
At present, agricultural products basically continue the old marketing method, starting from the farmer's market in the place of origin, extending to the farmer's market in the place of consumption, and finally entering thousands of households through supermarkets and community vegetable markets. This way will exist for a long time in the future, but in any case, the modern marketing of agricultural products has quietly emerged. On the basis of constantly enriching the original methods, we are gradually infiltrating and changing the traditional model to promote farmers to get rich. Generally speaking, modern agricultural products marketing is to emancipate the mind, closely contact with consumption habits, consumption psychology, consumption potential, consumption mentality and many other aspects, learn from western advanced practices, extend agricultural products marketing to production, processing and packaging, transportation and storage, sales channels and other links, establish various humanized marketing models through diversified channels, fully guarantee product quality and food safety, and at the same time promote the circulation of agricultural products and farmers to get rich quickly, efficiently and with increased income. Let's briefly introduce these marketing methods and ideas.
4. 1 market positioning and differentiation strategy
The production and marketing of agricultural products in any place should be decided according to the local climate, resources, location, market and consumer groups, and farmers should pay attention to mastering melons and vegetables. Such as the objective law of the price difference between the peak season and the off season of agricultural products, we should actively develop early-maturing or anti-season varieties as far as possible, deliberately create a "time difference", so as to advance or postpone the time of listing of products and sell them at a good price in time. Farmers should learn to market carefully to produce agricultural products. For example, we divide urban household consumption into three classes: first, the working class, second, young white-collar workers and well-paid retirees, and third, the well-off class. The agricultural products consumed by these three classes are completely different: the working class mainly consumes ordinary agricultural products, pursuing cheap and affordable, and most of them are sold in farmers' markets (vegetable markets), with relatively favorable prices and large quantities; Young white-collar workers and high-paid retirees spend more than ordinary agricultural products, pursuing the nutrition and appearance of products, pursuing the fashion of products, preferring clean agricultural products, such as anti-season agricultural products planted in greenhouses, pursuing freshness and enjoying spending in supermarkets; The well-off class has higher consumption requirements and pursues high-grade, unique, healthy and pleasant functions, such as black-bone chicken, colorful turtle, black wheat and other agricultural products.
4.2 Brand Strategy of Agricultural Products Marketing
The function of brand is not only manifested in product identification, but more importantly, it conveys product quality and market reputation to consumers, gives them confidence and market influence, and gives them certain spiritual enjoyment while giving them material enjoyment. In practice, first, create a brand by name, and implement trademark registration for superior products with strong market competitiveness; Second, create a brand with quality, produce in strict accordance with quality standards, and improve product grade; The third is to build a brand through packaging and beautify the appearance of agricultural products; Fourth, increase the publicity of brand creation and establish a good brand image; Fifth, do brand protection. Enterprises should register their own brands and seek legal protection. At the same time, we should strengthen internal management, improve product reputation, improve product quality, and cherish and maintain brand reputation.
4.3 Agricultural products processing strategy
Agricultural product processing refers to the process of combining leading agricultural enterprises to carry out certain engineering and technical treatment on agricultural products to change their appearance or internal attributes, quality and flavor, thus prolonging the shelf life, improving product quality and increasing product value. Such as quick freezing, dehydration, salting, segmentation, packaging and distribution. , extend the time to market of agricultural products and increase the added value of agricultural products; In addition, the income of the same agricultural product varies greatly due to different time to market. Some agricultural products are profitable, and some even lose money. Generally, you can sell it early, save it for sale, and sell more on holidays. For example, in the past, the sales of agricultural products generally had to wait until they were fully mature before they could be listed. At that time, the price was not necessarily high, and the benefits were not necessarily good. Such as green soybeans, green broad beans, green peanuts, green corn and other agricultural products, not only sell well in advance, but also have higher prices than the same mature products. This is because people's consumption habits have changed and they advocate fresh and tender food. Therefore, picking and listing these agricultural products in advance can get higher income, and it is not necessary to wait until the products are mature before harvesting and listing.
4.4 Highlight the packaging strategy of food special elements
At present, consumers' demand for agricultural products has changed greatly. They demand not only delicious agricultural products but also beautiful agricultural products. Therefore, as a producer, not only should we adjust our planting habits and create some new patterns to cater to the consumption fashion, but also some agricultural products often have certain special backgrounds, such as historical and geographical background, cultural customs background, myths and legends or natural landscape background, such as Huai 'an ordinary dishes, Qin Gong meatballs, Wenlou baozi, etc. These special elements can be used properly and effectively in packaging design. For another example, on the first day of one year, an old lady was guarding two baskets of apples at the gate of a university to sell. Few people buy apples because the weather is very cold. A professor who had just finished a marketing lecture passed by here, so he went forward to discuss a few words with the old lady, then went to a nearby store to buy a red ribbon for holiday flower weaving, tied apples with the old lady in pairs, and shouted, "Couples apples, two yuan a pair!" Couples passing by felt fresh, and a pair of apples tied together with red ribbons looked really interesting, so many people bought them, and soon all the apples were sold out. In addition, putting auspicious words or patterns on apples and putting square glass cabinets on watermelons to make square watermelons can increase the added value of agricultural products.
4.5 Green Strategy of Agricultural Products
The green marketing strategy of agricultural products is produced with the current environmental pollution of agricultural products and the improvement of people's living standards. At present, consumers pay more and more attention to food safety, and it has become a trend to consume pollution-free agricultural products and green food. Therefore, we should seize the opportunity to develop green marketing of agricultural products. The specific measures are as follows: first, establish the concept of green marketing, collect the information of green market of agricultural products in time, study the authenticity and feasibility of the information in depth, find and identify the "unsatisfied green demand" of consumers, and then formulate and implement the green marketing strategy of agricultural products according to the enterprise's own situation; The second is to do green planning and develop green resources. Seriously study and protect local agricultural resources, follow the principle of sustainable development, strengthen ecological environment protection, scientifically and reasonably cooperate with foreign countries to develop and utilize agricultural resources, rely on scientific research departments, pass product testing and certification by authoritative departments, and use green signs for green marketing. For example, chickens are raised in hillside woodlands to produce "native chickens" and wild vegetables are produced by marginal land.
4.6 Distribution strategy
With the continuous expansion of the city, it is becoming more and more inconvenient to buy agricultural products (especially safe and nutritious agricultural products). Therefore, specific consumers need high-quality agricultural products distribution, such as some hotels, schools and some high-consumption families. They are willing to enjoy the efficient and convenient services brought by distribution, do a good job in these target databases, establish a huge and stable sales system, and establish a distribution system including advanced e-commerce, telephones and storefronts, which will be a development direction in the future.
4.7 Free Experience Strategy and Education Service Strategy
The advantages and disadvantages of agricultural products are fully reflected in front of consumers. Consumers can know what kind of products meet their own needs by observing, smelling, tasting and testing, which will greatly reduce consumers' sensory recognition, thus establishing firm product trust and promoting timely local consumption of products, such as agricultural sightseeing and farmhouse marketing. In addition, by contacting the property and neighborhood committees, some residents in the community can enter the process of production, processing and transportation of agricultural products, show the quality inspection process of agricultural products, and communicate with producers of agricultural products, which is conducive to establishing a good relationship between supply and demand, improving mutual trust between supply and demand, and coordinating production and consumption.
4.8 Public welfare strategy
The strategy of "taking public welfare" for agricultural products is also very important. If it is combined with sports (agricultural products produced for the Olympic Games are very popular now) and many public welfare activities such as conferences, tourism and catering. , can be involved in various forms of agricultural products, improve the visibility of agricultural products, so that agricultural products can be sold on a large scale in various channels, and the brand building of agricultural products can be rapidly improved.
4.9 Small-scale group buying strategy
Group buying agricultural products has great advantages, and all the dishes in the family kitchen can be cooked.
It became a gift sale. For example, through the packaging and branding of agricultural products, a simple agricultural product is packaged into a gift package of consumption fashion, especially aquatic products, fruits, grain and oil, and eggs. Small-scale group buying is a unit within a certain effective range, including government canteens, offices and units. Because there are many festivals in China, the sales of holiday agricultural products and gifts will be extremely hot.
4. 10 Personal Direct Selling Strategy
Agricultural products can be effectively combined with local community convenience stores in various places, such as docking with water stations, laundries, canteens, teahouses and community clubs. Releasing agricultural products information can greatly speed up the direct selling of products.
4. 1 1 media network advertising strategy
It will become more and more popular to publicize products online, and all kinds of product information can be found online. The network pays attention to the production and sales process of products, the nutritional value of products, what kind of consumers they adapt to, what benefits they have, what changes they can have after eating them, and so on. The more popular this kind of publicity is on the Internet, the higher the popularity of the product, and the more it can be integrated with Phillips' family. When necessary, we can combine TV and newspaper media to speed up the modern marketing of agricultural products.
4. 12 Science and Technology Marketing Law
Conditional farmers can use celebrity effect or special scenes to invite scientific and technological experts and scholars to carry out unique marketing propaganda, arouse consumers' attention and interest, improve the social visibility of their agricultural products, and thus achieve the goal of selling more and selling more quickly.
4. 13 exchange marketing method
When farmers can't sell their agricultural products at higher prices, they can negotiate with some merchants and exchange some products that suit them, which not only solves the problem of difficult sales of merchants, but also exchanges needed goods for mutual benefit. This barter promotion may also be a development direction in the future.