Agricultural marketing innovation in order to achieve such goals as profit, sales growth rate, agricultural operators must carry out market research, product development and agricultural storage, transportation, sales and a series of market-related business activities. When engaging in these activities, what kind of concept should be used as a guide, how to deal with the interests of enterprises, customers, society, it becomes any enterprise or production operators must first answer the question. The answer to this question constitutes an enterprise's market management concept, also known as marketing management concept or marketing concept. It is to determine the direction of the enterprise production and management activities of the guide, but also for the operators in the organization and planning of the enterprise's marketing guiding ideology and code of conduct, summed up the enterprise's business attitude and way of thinking, implemented in the whole process of enterprise marketing activities.
(B) the innovation of agricultural marketing strategy and tactics (i.e., the innovation of the marketing mix)
In the traditional concept of agricultural products under the guidance of the concept of agricultural products, agricultural production and management of agricultural products mainly rely on agricultural products, storage and transportation, sales and marketing and other means to achieve the expansion of sales. The concept of agricultural marketing through the coordination of marketing, that is, around the target market demand changes, the integrated use of a variety of marketing strategies and tactics, and to optimize the combination of continuous innovation, through more effective than competitors to meet the needs of the target market to achieve corporate growth and profitability.
First, we should pay full attention to strategic marketing, using "market research", "market segmentation", "market prioritization", "market positioning" and other strategic 4 Market positioning" and other strategic 4PS combinations. Agricultural industrialization must be based on in-depth investigation and careful study of the consumer demand for agricultural products, and through market research, potential demand can be found and market opportunities can be captured. Segment the market according to some segmentation variables, make comparison and evaluation, choose a part of it as the target market for which they serve, develop suitable products for its demand characteristics, formulate appropriate price, channel and promotion strategies, and realize the set goals of the products.
Second, fully utilize the "product strategy", "price strategy", "channel strategy", "promotion strategy" and other tactical "strategy". "and other tactical" 4PS combination. Because each of the four major strategies include a number of specific strategies to form their own sub-combination. Such as product strategy includes such as product mix strategy, new product development strategy, packaging strategy, branding strategy and product life cycle strategy. Therefore, high-performance marketing activities not only lies in the flexible use of the four strategies and continuous innovation, but also in the flexible use and effective combination of each sub-strategy, the formation of a dynamic optimization of the combination, coordinated service for the customer needs.
Third, to actively apply the "political rights" and "public **** relations". Because agriculture is a weak industry, low comparative interests, financial constraints, agricultural industrialized management system is generally difficult to carry out extensive publicity and promotion, often rely fully on "political rights" and "public **** relations" of the two strategies. On the one hand, they should actively utilize the power of the government to obtain publicity support, guide people's consumption and expand effective demand. On the other hand, the agricultural industrialized management system should actively participate in social activities, improve the relationship with the community, establish a good image, get the concern and support of the community, and achieve the purpose of publicity and promotion through public **** relations. Agricultural industrialized management system can make use of mass media such as newspapers, TV stations and other social institutions to create a favorable external environment for the marketing of agricultural products. Fourth, agricultural marketing strategy a new product development strategy of agricultural marketing agricultural products and anything like, has a life cycle of birth, growth, maturity and even demise. Therefore, the enterprise can not just focus on the operation of existing products, but must take precautions to take appropriate steps and measures to develop new products. It is an important factor to improve the competitiveness of enterprises, but also the main task of enterprise marketing activities. New product development process generally includes the formation of new product ideas, screening of new product ideas, the concept of product formation and testing, business analysis, production samples, market test marketing, formal production and market. After the success of new product development, but also need to market success, which means that the new product is adopted by consumers and continue to spread.
New product development is from the marketing concept of action taken, so the first must be adapted to the needs of socio-economic development, test marketing of products. There is no market for the product, as far as the enterprise is new is meaningless. Consumer demand for odd-shaped colorful agricultural products, so that a variety of products, into a new consumer trends, such as chicken, colorful turtles, black wheat and other agricultural products, although respectively, chicken, turtles, wheat, but because of its special color, high medicinal value, not only the market is good, but also high economic benefits. Therefore, new products to have their own characteristics to adapt to and meet the new changes in consumer demand.
Two agricultural marketing price strategy
The development of agricultural prices can be divided into two categories: one is the government pricing, agricultural production operators have no decision-making power on the price of agricultural products sold, such as our country has long been the implementation of the brewing of grain, cotton and oil state purchasing and marketing price; the other is the price of agricultural products, based on the quality of agricultural products, the market supply and demand for pure buck sewing grasshopper Nai Nai milk business enterprise to get the name of the state blending E government. Fan Innocenti survey暧氤绦蛞耘┎ Fei 叨云洳肥欠窬弑付 廴 ξ 疤崽跫 T谑谐 Meng拢 舜碳す丝偷南 研形 ǔR 曰 炯鄹褡魇实钡牡髡 H缂鄹裾劭塾胝廴茫 词敌腥美 Wプ」丝偷男睦斫 写傧 邸Mǔ＠ 媒诩偃蘸突患臼苯诮 兴 降摹按笏β簟薄ⅰ坝呕莩瓯龃蠹跫迪焙丁奥蛞凰鸵弧被疃 巡糠植 钒丛 鄞楝蛘劭鍪郏 源俳 邸?br> Three agricultural marketing branding strategy
Brand is a combination of name, terminology, marks, symbols or patterns and other elements, used to reflect the uniqueness of a seller or a clock products or services, and make it different from other sellers of products and services, in order to promote the sale of the mark. The role of the brand in the market competition is not only manifested in the recognition function of agricultural products, although the quality of agricultural products and the market reputation of enterprises can first through the brand to consumers, but the brand, especially the function of the brand, more is its market influence, it is it to bring the consumer to confidence, it brings consumers in the material enjoyment at the same time, but also to bring consumers a certain degree of spiritual enjoyment. This special function of the brand constitutes a brand of agricultural products unique market competitiveness. Any agricultural products processing enterprises can not ignore the importance of brand strategy. Creating famous brand is a fundamental way to solve the difficulty of selling agricultural products and improve the income of farmers brand is the basis of high price, famous brand will bring high profits to the enterprise; brand is the basis of the competitive advantage of the product, famous brand has a strong competitiveness; brand is to attract new consumers, retaining the old consumers of the favorable weapon; brand can improve the efficiency of the implementation of the enterprise's marketing plan; brand is to promote the expansion of the product to promote the trade of a powerful lever. The brand is a powerful lever to promote product expansion and trade.
⒈ to create a brand name. The market competitiveness of advantageous products to implement trademark registration. The creation of a brand is not only to publicize, expand the impact, but also to protect the brand.
⒈ to quality brand. Strictly in accordance with quality standards for production, improve product quality.
?€€?€€?€€?€€Packaging to create a brand. Beautify the appearance of agricultural products.
With the development of modern circulation methods, packaging of agricultural products will become an inevitable trend. Now the agricultural products of developed countries are first-class products, first-class packaging, first-class price. And our country's agricultural products are first-class products, third-rate packaging, third-rate prices. Singapore imports of Chinese fruit and vegetables with the United States fruit and vegetable packaging there is a clear gap, they are beautifully printed standard boxes, while ours is a snake skin bags, sacks and other primitive packaging, the price gap can be imagined.
Singed to increase the publicity efforts to create a brand, establish a good brand image
In addition to enterprises and farmers own publicity, the local government should also actively do a good job in publicizing the characteristics of agricultural products, expanding visibility and increase market share. Such as Dangshan County in our province, financial money in the CCTV advertising, specializing in publicity "Dangshan Crisp Pear" this brand, the effect is remarkable.
Be careful to do a good job of brand protection
Improve trademark awareness, improve brand quality, pay attention to brand protection aaA FeiHasa DiHuanJiaoTransmutation ΧZaiJiao dry sodium put flat scarlet paralyzed YaoPiao Mantle Can you kill the plums; not lax ram ram ring JiaoTransmutation worry about bumping into swindling anti-disturbance Hunan BoBoBang hill porphyrus hill porphyrus sub persimmon dredge wallowing Ш臀 てPut BodhiPang ? /P> Four Agricultural Products Processing Strategy
Agricultural products processing refers to the agricultural production of plant products and animal products as raw materials, through a certain engineering technology to make it change the appearance of the form or the inner attributes of the physical and chemical process; but also through a certain management technology processing, so that it is from the primary products into manufactured products, connecting the agricultural production and residents to consume the business process. At present, agricultural products that can directly enter the life of the people. At present, there are not many agricultural products that can directly enter the life consumption and industrial production, therefore, agricultural product processing is an indispensable industry. As an extension of the agricultural industry and a necessary process of increasing the value of agricultural products, agricultural product processing is an indispensable part of every economy. Examples of value-added agricultural products through processing abound, and farmers investing in processing enterprises not only get the value-added portion of agricultural products, but also get the income from processing. 80's, Xinghua City, Jiangsu Province, a lot of townships in the onion can not be sold, rotting in the field, poured into the river, resulting in river water pollution. In recent years, local farmers have invested in more than a dozen onion processing plants, processing of dehydrated onions, instant noodle seasonings exported to South Korea and Taiwan, etc., the city's onion area from 10,000 acres of acreage surged to more than 400,000 acres, an annual increase of tens of millions of dollars. Visible, the processing of agricultural products is also promoting the development of agricultural markets, we can not ignore it.
Five agricultural products promotion strategy
Agricultural products promotion refers to the agricultural production operators to use a variety of ways and means to convey product information, to help and persuade customers to buy the enterprise's products, or to make the customer to the enterprise to produce a sense of goodwill and trust in order to stimulate the consumer's desire to buy, to promote the consumer's behavior, which is conducive to the expansion of the sales of agricultural products. There are four forms of agricultural product promotion: advertising and promotion, personnel marketing, relationship marketing, and business promotion. In the marketing of agricultural products should be the flexible use of promotional strategies, and customers to establish a long-term relationship, to develop a group of loyal customer base.
Six agricultural marketing channel strategy
China's agricultural distribution industry's modernization level, management level and low degree of organization, resulting in low channel efficiency, compared with the mature countries with market economy, there is a large gap. Serious losses so that vegetables and other agricultural products in the circulation process due to the lack of effective preservation and packaging measures, easy to rot and deteriorate, which makes the procurement of agricultural products and the actual sales volume of a large gap between, according to the relevant information, vegetables in the gross vegetables to the net vegetables are generally 10% -20% of the loss, which also increases the cost of agricultural products. High logistics costs lead to high prices of agricultural products, which will inevitably affect the proliferation of agricultural products to foreign markets. Whether agricultural products can be sold in time depends to a considerable extent on whether the marketing channels are smooth. Smooth and efficient marketing channels can effectively ensure the basic balance of supply and demand of agricultural products, protect the interests of producers and consumers, so that China's agricultural production to maintain a stable balance. Therefore, the choice of agricultural marketing channel strategy, not only requires to ensure that products reach the target market in a timely manner, but also requires the choice of sales channel sales efficiency, sales costs less, can achieve the best economic benefits.
1 ⒈ agricultural wholesale market value chain to be extended, take the road of vertical integration. On the one hand, it helps to find new profit points, open up space for development, and quickly grow stronger. On the other hand, it can also effectively reduce the channel links, reduce the cost of circulation through internal interrelated transactions, stabilize and reduce market prices, help to improve the efficiency of agricultural circulation, for the protection of the interests of producers and consumer welfare also has a positive significance.
2. Transformation and upgrading of the original channel organization, improve circulation efficiency. Mainly to the current main carrier of agricultural circulation - wholesale markets and farmers' markets to carry out the transformation. Wholesale market in the transaction mode, management mode, service functions and other aspects to improve and develop, improve the circulation efficiency, expand the circulation radius, so that it meets the needs of large-scale inter-regional circulation of agricultural products. Farmers' markets should continue to promote the transformation of supermarkets, and change the past farmers' markets "dirty, chaotic, poor" and "food safety is not guaranteed" situation.
3. Strengthen the channel system of sorting and adjustment, improve channel performance. Relevant government departments to take various measures to include agricultural production, circulation, sales, processing, consumption and other aspects of the overall channel chain, including sorting and reengineering, to eliminate the bottleneck constraints of poor circulation of agricultural products, so that all links can run smoothly and efficiently, and to improve its overall operational efficiency.
4. Development of international marketing channels, the domestic product sales, to solve the phenomenon of domestic agricultural products difficult to sell,. At the same time to take online sales, long-distance transportation, window direct sales and other modern marketing means, activate the circulation, expand the market.
Seven agricultural products packaging strategy
In the modern commodity society, packaging plays an extremely important role in the flow of commodities, packaging quality directly affects whether the goods can be transmitted to the hands of consumers in a perfect state of packaging design and decoration level directly affects the corporate image and even the commodity itself market competition. With the improvement of people's living standards, the original consumption habits and lifestyle change the pace of 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 humane packaging design. Therefore, in the packaging of agricultural products, we have to develop its strategy, because the choice of different packaging strategies will get different packaging effects.
1. Highlighting the image of food packaging strategy
Highlighting the image of food, refers to the food packaging through a variety of ways to highlight the food is what, what function, internal composition, structure and how the image of the elements of the way of expression. This strategy focuses on presenting a visual image of the food.
With the increasing space for independent choice in the purchasing process, new products continue to emerge, it is difficult for manufacturers to introduce all the product's full range of information to consumers in detail, this packaging strategy through the reproduction of the product quality, utility, color, aesthetics and so on in the packaging, helps commodities to fully convey their own information to the buyer's intuitive impression of the real and credible to the charm of the product itself to attract consumers
2. Highlighting the use of food and the use of the packaging strategy
Highlighting the use of food and the use of the strategy is to tell consumers through the text of the package, graphics and their combinations, the food is what kind of product, what are the special features, the use of the occasion, how to use the best, the use of the effect of what.
3. Packaging strategy to show the overall image of the enterprise
The corporate image of the product marketing has the role of four or two pounds, therefore, many companies from the beginning of the product business focus on the display of corporate image and reputation of the accumulation.
4. Highlight the special elements of food packaging strategy
Any kind of commercialized food has a certain special background, such as history, geographic background, humanities and customs background, myths and legends or natural landscape background, etc., packaging design in the appropriate use of these special elements, can effectively differentiate between similar products, and at the same time, make the consumer will be the product and the background of the effective link to quickly establish the concept. The concept is established quickly.
VIII Agricultural Products Greening Strategy
Agricultural products green marketing strategy was created with the serious environmental problems. The so-called green marketing refers to the promotion of sustainable development as the goal, in order to achieve the unity of economic interests, consumer demand and environmental interests, market players through the manufacture and discovery of market opportunities, to take the appropriate marketing approach to meet market demand for a management process At present, people in various countries are increasingly focusing on food safety, environmental protection awareness is rapidly increasing, return to nature, consumption of pollution-free green food has become the human *** with the desire. Green agricultural products are conducive to enhance people's physical fitness and improve the living environment. Today's world, people are more and more favorable to green agricultural products. At the beginning of the century, China has launched a comprehensive "open up green channels, cultivate green market, advocate green consumption" of the "three green project". We must firmly grasp this opportunity, play the green theme, vigorously develop pollution-free vegetables, livestock and eggs. We have to grasp the opportunity to develop green marketing of agricultural products.
1 set up a green marketing concept,
Not only the marketing department, the entire enterprise should be established to sustainable development as the goal of green marketing concept, from the development of agricultural marketing strategy to the specific implementation of the process should always carry out the "green" concept.
2Gather green information,
In the marketing process, enterprises should collect green market information of agricultural products in a timely manner, in-depth study of the authenticity and feasibility of the information, to find and identify consumers' "unsatisfied green demand", combined with the enterprise's own situation, to formulate and implement the green marketing of agricultural products. The company's own situation, the development and specific implementation of green marketing strategies for agricultural products.
3 Develop a green plan,
Green marketing plan for agricultural products is the basis for enterprises to carry out agricultural marketing activities and the direction of environmental protection efforts in the marketing process.
4 Development of green resources,
In the process of green marketing of agricultural products, for the development and utilization of agricultural resources, must follow the principle of sustainable development, strengthen the protection of the ecological environment, scientific and rational development and utilization of agricultural resources.
5 Produce green products,
6 Apply green technology,
In the marketing activities of agricultural products, oriented by the domestic and foreign market demand, and relying on the scientific research department, we vigorously develop the technology system of agricultural products development, production, processing and marketing with the core of the sustainable utilization of agricultural resources and the promotion of human health.
7 Greening of product packaging,
Strategies for greening of agricultural product packaging include saving and simplifying packaging, eliminating toxic packaging, adopting biodegradable packaging, and using reusable packaging materials.
8 Adoption of green logo,
In the marketing activities of agricultural products, it is very important to choose the authoritative green logo that meets the requirements of the target market.
9Setting green prices,
Green prices mean that the exploitation of environmental resources is not free, and the price of the product needs to reflect the price of environmental resources. Because green products in environmental protection increased investment, and therefore the cost is generally higher than the cost of ordinary products, so that, under normal circumstances, its price is higher than the price of non-green products.
10Developing green promotions
Green promotions include green advertising, green public relations, green staffing and business promotion.
11 open green channels
Green marketing of agricultural products in all aspects of its circulation must maintain the "green" of its products, to promote the green culture.