In order to achieve the goals of profit and sales growth rate, agricultural product operators must carry out a series of market-related business activities such as market research, product development, storage and transportation of agricultural products, and sales. When engaging in these activities, what kind of ideas should be taken as the guidance, and how to deal with the interests of enterprises, customers and society has become the first question that any enterprise or producer must answer. The answer to this question constitutes the marketing management concept of an enterprise, which is also called marketing management concept or marketing concept. It is a guide to determine the direction of enterprise's production and operation activities, and it is also the guiding ideology and code of conduct for operators to organize and plan enterprise marketing. It summarizes the enterprise's management attitude and thinking mode and is implemented in the whole process of enterprise marketing activities.
(B) Agricultural products marketing strategy and strategy innovation (that is, the innovation of marketing mix)
Under the guidance of the traditional concept of agricultural products transportation and marketing, the production and operation of agricultural products mainly rely on the storage, transportation, marketing and promotion of agricultural products to expand sales. The concept of agricultural products marketing is collaborative marketing, that is, around the demand change of the target market, comprehensively use various marketing strategies and strategies, constantly optimize the combination and innovation, and realize the growth and profit of enterprises by meeting the demand of the target market more effectively than competitors.
First of all, we should pay full attention to strategic marketing and make good use of such strategies as "market development", "market segmentation", "market priority" and "market positioning". Agricultural industrialization management must come from in-depth exploration and careful research on the consumption demand of agricultural products. Through market research, we can find potential demand and seize market opportunities. Divide the market according to some subdivision variables, compare and evaluate them, select some of them as their target markets, develop appropriate products according to their demand characteristics, formulate appropriate prices, channels and promotion strategies, and achieve the set goals of products.
Second, make full use of tactical "4p" combinations such as product strategy, price strategy, channel strategy and promotion strategy. Because each of the four strategies contains several specific strategies, it forms its own sub-combination. For example, product strategy includes product combination strategy, new product development strategy, packaging strategy, brand strategy and product life cycle strategy. Therefore, high-performance marketing activities not only lie in the flexible use and continuous innovation of these four strategies, but also in the flexible use and effective combination of each sub-strategy, forming a dynamic optimal combination and serving customer needs in coordination.
Third, actively use "political rights" and "public relations". Because agriculture is a weak industry, its comparative benefit is low, and funds are tight, it is generally difficult to widely publicize and promote the agricultural industrialization management system, and it often relies entirely on two strategies: "political rights" and "public relations". On the one hand, actively use government power, get publicity support, guide people's consumption, and expand effective demand. On the other hand, the agricultural industrialization management system should actively participate in social activities, improve relations with all sectors of society, establish a good image, gain the care and support of all sectors of society, and achieve the purpose of publicity and promotion through public relations. The agricultural industrialization management system can use newspapers, TV stations and other mass media and other social institutions to create a good external environment for agricultural products marketing. Four. Agricultural products marketing strategy Agricultural products marketing new product development strategy Agricultural products, like anything else, have a life cycle of birth, growth, maturity and even decline. Therefore, enterprises can not only manage existing products, but also take appropriate steps and measures to develop new products. It is an important factor for enterprises to improve their competitiveness and the main task of enterprise marketing activities. The process of new product development generally includes the formation of new product ideas, the screening of new product ideas, the formation and inspection of concept products, business analysis, sample making, market trial sale, formal production and marketing. After successful research and development, new products need to be successfully listed, which means that new products are adopted by consumers and continue to spread.
New product development is an action taken from the marketing concept, so we must first meet the needs of social and economic development and try our best to sell suitable products. There is no market for products, and it is meaningless for enterprises to be new. Consumers' demand for exotic and extraordinary agricultural products makes products with different styles become a new consumption trend. For example, black-bone chicken, colorful soft-shelled turtle and rye belong to chicken, soft-shelled turtle and wheat respectively, but because of their special colors and high medicinal value, they not only sell well in the market, but also have high economic benefits. Therefore, new products should have their own characteristics to adapt to and meet the new changes in consumer demand.
Second, agricultural products marketing price strategy
The pricing of agricultural products can be divided into two categories: one is government pricing, and producers and operators of agricultural products have no right to decide the prices of agricultural products they sell, such as the national unified purchase and sale prices of brewing grain, cotton and oil, which has been implemented for a long time in China; The other is the pricing of agricultural product operators, which is based on the quality of agricultural products and market supply and demand. Br> Third, the brand strategy of agricultural products marketing.
A brand is a combination of names, terms, marks, symbols or patterns, which is used to reflect the uniqueness of a seller or a watch product or service and distinguish it from other sellers' products and services to promote sales. The role of brand in market competition is not only reflected in the identification function of agricultural products. Although the quality and performance of agricultural products and the market reputation of enterprises can be first transmitted to consumers through brands, the role of brands, especially brands, is more of its market influence and brings confidence to consumers. It not only brings material enjoyment to consumers, but also brings certain spiritual enjoyment. This special function of brand constitutes the unique market competitiveness of brand agricultural products. No agricultural product processing enterprise can ignore the importance of brand strategy. Creating well-known brands is the fundamental way to solve the difficulty of selling agricultural products and increase farmers' income. Brand is the basis of high price, and well-known brands will bring high profits to enterprises. Brand is the basis of product competitive advantage, and well-known brands have strong competitiveness; Brand is a favorable weapon to attract new consumers and retain old consumers; Brand can improve the execution efficiency of enterprise marketing plan; Brand is a powerful lever to promote product expansion and trade.
1. Create a brand by name. Trademark registration shall be implemented for superior products with strong market competitiveness. Brand creation is not only to publicize and expand influence, but also to protect the brand.
4. Create a brand with quality. Production in strict accordance with quality standards, improve product quality.
3. Packaging and brand building. Beautify the appearance of agricultural products.
With the development of modern circulation mode, agricultural product packaging will become an inevitable trend. Now the agricultural products in developed countries are first-class products, first-class packaging and first-class prices. China's agricultural products are first-class products, third-rate packaging and third-rate prices. There is an obvious gap between China's fruit and vegetable packaging imported from Singapore and the United States. They are beautifully printed standard packaging boxes, while ours are original packaging such as snakeskin bags and sacks. The price difference can be imagined.
4. Strengthen the publicity of brand creation and establish a good brand image.
In addition to the propaganda of enterprises and farmers themselves, local governments should also actively publicize characteristic agricultural products, expand their visibility and increase their market share. For example, the finance of Dangshan County in our province paid money to advertise and promote the brand of "Dangshan Crispy Pear" in CCTV, and the effect was remarkable.
5. Do a good job in brand protection.
Improve brand awareness, improve brand quality and pay attention to brand protection. Philip Dihuan corrected this situation and put the level of sodium bicarbonate on the table. I don't want to say it, but I don't want to say it. /P & gt； Four agricultural products processing strategy
Agricultural products processing refers to the physical and chemical process of changing the appearance or internal properties of plant products and animal products in agricultural production through certain engineering and technical treatment; At the same time, through certain management techniques, the primary products are transformed into finished products, and agricultural production is connected with household consumption. At present, there are not many kinds of agricultural products that can directly enter daily consumption and industrial production, so agricultural product processing is an indispensable industry. Agricultural products processing, as an extension of agricultural industry and a necessary process of agricultural products value-added, is an indispensable link in every economy. Examples of value-added agricultural products through processing abound. When farmers invest in processing enterprises, they get not only the value-added part of agricultural products, but also the processing income. In 1980s, many villages and towns in xinghua city, Jiangsu Province could not sell green onions, rotted in the ground and poured into the river, causing river water pollution. In recent years, local farmers have successively invested in more than a dozen green onion processing plants to process dehydrated green onions and instant noodle seasonings and export them to South Korea and Taiwan Province Province of China. The area of green onions in the city has soared from 1 10,000 mu to more than 400,000 mu, with an annual income of tens of millions of yuan. It can be seen that the processing of agricultural products is also promoting the development of agricultural products market, which cannot be ignored.
Five Agricultural Products Promotion Strategies
Promotion of agricultural products means that producers and operators of agricultural products use various methods to convey product information, help and persuade customers to buy their own products, or make customers have a good impression and trust in the enterprise, thus stimulating consumers' desire to buy, promoting consumers' consumption behavior and helping to expand the sales of agricultural products. There are four forms of agricultural products promotion: advertising promotion, personnel promotion, relationship marketing and commercial promotion. When marketing agricultural products, we should flexibly use promotion strategies, establish long-term relationships with customers and cultivate a group of loyal customers.
Six agricultural products marketing channel strategy
The low level of modernization, management and organization of agricultural products circulation industry in China leads to low channel efficiency, which is far behind the mature countries with market economy. Serious loss makes agricultural products such as vegetables easy to rot and deteriorate due to the lack of effective fresh-keeping packaging measures in circulation, which makes the gap between the purchase amount of agricultural products and the actual sales volume large. According to relevant data, there is a general loss of 10%-20% from lettuce to clean vegetables, which also increases the cost of agricultural products. High logistics costs lead to high prices of agricultural products, which will inevitably affect the spread of agricultural products to foreign markets. Whether agricultural products can be sold in time depends largely on whether the marketing channels are smooth. Smooth and efficient marketing channels can effectively ensure the basic balance between supply and demand of agricultural products, protect the interests of producers and consumers, and maintain the stable balance of agricultural production in China. Therefore, the selection strategy of agricultural products marketing channels not only requires products to reach the target market in time, but also requires the selected sales channels to have high sales efficiency, low sales expenses and achieve the best economic benefits.
The value chain of agricultural products wholesale market needs to be extended and take the road of vertical integration. On the one hand, it helps to find new profit points, open up development space and become bigger and stronger quickly. On the other hand, it can also effectively reduce channel links, reduce circulation costs through internal related transactions, stabilize and reduce market prices, help improve the circulation efficiency of agricultural products, and have positive significance for protecting the interests of producers and consumers.
2. Transform and upgrade the original channel organization to improve circulation efficiency. Mainly to transform the current main carriers of agricultural products circulation-wholesale markets and farmers' markets. The wholesale market should be improved and developed in terms of transaction mode, management mode and service function, so as to improve circulation efficiency and expand circulation radius to meet the needs of large-scale circulation of agricultural products between regions. The farmer's market should continue to promote the transformation of supermarkets and change the past situation of "dirty, chaotic and poor" and "food safety is not guaranteed".
3. Strengthen the arrangement and adjustment of channel system to improve channel performance. Relevant government departments have taken various measures to reorganize the whole channel chain of agricultural products, such as production, circulation, sales, processing and consumption, so as to eliminate the bottleneck of poor circulation of agricultural products, make all links run smoothly and efficiently, and improve the overall operating efficiency.
4. Develop international marketing channels to sell domestic products and solve the problem of domestic agricultural products sales. At the same time, modern marketing methods such as online sales, long-distance transportation and window direct sales are adopted to activate circulation and expand the market.
Seven agricultural products packaging strategy
In modern commodity society, packaging plays an extremely important role in commodity circulation. The quality of packaging directly affects whether the goods can be delivered to consumers in a perfect state, and the design and decoration level of packaging directly affects the corporate image and even the market competition of the goods themselves. With the improvement of people's living standards, the original consumption habits and lifestyle changes are accelerating. In order to adapt to this change, an important task of packaging design is to better meet the physiological and psychological needs of consumers and make people's lives more comfortable and colorful through more humanized packaging design. Therefore, in the packaging of agricultural products, we should formulate its packaging strategy, because choosing different packaging strategies will get different packaging effects.
1. Packaging strategy to highlight food image
Highlighting the image of food means highlighting the image elements such as what food is, what functions it has, its internal components and how to construct it in various ways. This strategy focuses on displaying the visual image of food.
With the increasing space for independent choice in the purchase process and the emergence of new products, it is difficult for manufacturers to introduce all the information of all products to consumers in detail. This packaging strategy helps the product to fully convey its own information, give the buyer an intuitive impression, be authentic, attract consumers with the charm of the product itself, and shorten the selection process.
2. Packaging strategies that highlight the use and usage of food.
The strategy of highlighting the use and usage of food is to tell consumers what kind of product food is, what is special about it, where to use it, how to use it best, and what is the effect after use through the words, graphics and their combinations of packaging.
3. Packaging strategy to show the overall image of the enterprise
Corporate image plays an important role in product marketing, so many enterprises pay attention to the display of corporate image and the accumulation of credibility from the beginning of product management.
4. Highlight the packaging strategy of food special elements.
Any commercialized food has a certain special background, such as historical background, geographical background, cultural customs background, myths and legends or natural landscape background. Proper use of these special elements in packaging design can effectively distinguish similar products, and at the same time enable consumers to effectively connect products with the background and quickly establish concepts.
Green strategy of eight agricultural products
The green marketing strategy of agricultural products is accompanied by serious environmental problems. The so-called green marketing refers to a management process that aims at promoting sustainable development, and market participants meet market demand by creating and discovering market opportunities, so as to realize the unity of economic interests, consumer needs and environmental interests. At present, people all over the world pay more and more attention to food safety, and their awareness of environmental protection is rapidly increasing. It has become the common aspiration of mankind to return to nature and consume pollution-free green food. Green agricultural products are conducive to strengthening people's physique and improving living environment. Nowadays, people are more and more interested in green agricultural products. At the beginning of the century, China started the "Three Green Projects" of "opening up green channels, cultivating green markets and advocating green consumption". We should firmly seize this opportunity, lay a good green theme and vigorously develop pollution-free vegetables, livestock and poultry, and eggs. We should seize the opportunity to develop green marketing of agricultural products.
1 Establish the concept of green marketing,
Not only the marketing department, but also the whole enterprise should establish the green marketing concept with sustainable development as the goal, and always implement the "green" concept from the formulation of agricultural product marketing strategy to the specific implementation process.
2 collect green information,
In the process of marketing, enterprises should collect the information of green market of agricultural products in time, study the authenticity and feasibility of the information deeply, find and identify the "unsatisfied green demand" of consumers, and formulate and implement the green marketing strategy of agricultural products according to their own conditions.
3. Make a green plan,
Green marketing plan of agricultural products is the basis for enterprises to carry out agricultural products marketing activities, and it is also the direction of environmental protection efforts in the marketing process.
4. Develop green resources,
In the process of green marketing of agricultural products, the development and utilization of agricultural resources must follow the principle of sustainable development, strengthen the protection of ecological environment, and develop and utilize agricultural resources scientifically and reasonably.
5. Produce green products,
6 apply green technology,
In the marketing activities of agricultural products, guided by domestic and international market demand and relying on scientific research departments, we will vigorously develop the technical system of agricultural product development, production, processing and sales with the sustainable utilization of agricultural resources and the promotion of human health as the core.
7 The product packaging is green,
Green packaging strategies of agricultural products include saving and simplifying packaging, eliminating toxic packaging, adopting degradable packaging and using reusable packaging materials.
8 adopt green logo,
In the marketing activities of agricultural products, it is very important to choose an authoritative green sign that meets the requirements of the target market.
9 set a green price,
Green price means that the development and utilization of environmental resources are not free, and the price of products needs to reflect the price of environmental resources. Due to the increase of investment in environmental protection, the cost of green products is generally higher than that of ordinary products, so in general, its price is higher than that of non-green products.
10 develop green promotion
Green promotion includes green advertising, green public relations, green personnel promotion and commercial promotion.
1 1 Open up a green channel
The green marketing of agricultural products must maintain the "green" of their products and promote green culture in all aspects of their circulation.