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农业企业的创建和发展有助于乡村产业的壮大，在乡村振兴战略的背景下，农业企业成为乡村产业振兴最有活力的单元，农业企业的发展备受关注。随着人们生活水平的不断提高，追求更高质量、更安全的食品成为新风尚，有机农产品逐渐被市场认可，成为人们的新选择。在众多农产品中如何凸显出差异化、如何成为受顾客欢迎的农产品成为农业企业思考的重要问题之一，而有机农产品的营销策略研究正在探索为这一问题寻找答案。本研究旨在分析兰州鸿翔农业开发有限公司高原皇菊市场营销策略存在的问题，提出优化建议，为小微农业企业有机农产品的销售提供参考。

本文通过归纳分析法对近年来国内外有机产品市场营销策略相关文献进行梳理，在学习借鉴的基础上开展本土企业具体有机产品的市场营销策略优化研究。通过调查分析法，在对鸿翔农业进行实地走访、对工作人员进行访谈、对消费者问卷调查的基础上展开研究。首先对鸿翔农业高原皇菊营销环境进行分析，包括运用PEST分析法对宏观环境进行分析；从企业现状、行业竞争环境、消费者市场环境、营销渠道企业、社会公众五方面对微观环境进行分析；运用SWOT分析法进行分析。其次运用4Ps理论从产品策略、价格策略、渠道策略、促销策略四方面对高原皇菊营销策略现状和存在问题进行分析，发现高原皇菊在产品策略方面存在包装形象不统一、产品单一等问题；价格策略存在现有定价目标与企业发展现状不符、定价差异化不明显的问题；渠道策略存在线下渠道少、线上渠道不见效的问题；促销策略存在对终端市场重视不足、销售人才短缺的问题。第三通过STP理论与4Ps理论的结合运用，对高原皇菊进行市场定位并提出市场营销策略优化建议措施，产品策略优化建议是开发新产品丰富高原皇菊产品种类、注重高原皇菊产品包装设计；价格策略优化建议措施是采用产品差别定价策略；渠道策略优化建议措施是拓展线下渠道、开拓新兴渠道；促销策略优化建议是重视促销策略、持续做好会展营销、针对目标消费群体制定具体促销方案、打造生态旅游园。最后从强化市场营销人才队伍建设、培育公司品牌文化、完善财力物力保障机制等方面为营销策略优化实施提供保障。

The establishment and development of agricultural enterprises are conducive to the growth of rural industries. Under the background of the rural revitalization strategy, agricultural enterprises have become the most dynamic units of rural industry revitalization, and the development of agricultural enterprises has attracted much attention. With the continuous improvement of people's living standards, the pursuit of higher quality and safer food has become a new trend. Organic agricultural products are gradually recognized by the market and become a new choice for people. How to highlight the differentiation among many agricultural products and how to become a popular agricultural product has become a problem for agricultural enterprises to think about, and the research on the marketing strategy of organic agricultural products is exploring to find an answer to this problem. The purpose of this study is to analyze the problems existing in the marketing strategy of plateau chrysanthemum of Lanzhou Hongxiang Agricultural Co., Ltd., and to put forward optimization suggestions, so as to provide reference for the sales of organic agricultural products of small and micro agricultural enterprises.

This paper sorts out the literature related to the marketing strategies of organic products at home and abroad in recent years by inductive analysis, and conducts research on the optimization of the marketing strategies of specific organic products of local enterprises on the basis of learning and reference. Through the investigation and analysis method, the research is carried out on the basis of field visits to Lanzhou Hongxiang Agricultural Co., Ltd., interviews with staff and questionnaires on consumers. Firstly, it analyzes the marketing environment of plateau chrysanthemum , including using PEST analysis method to analyze the macro environment, and analyzes the micro environment from five aspects: enterprise status, industry competition environment, consumer market environment, marketing channel enterprises, and the social public; SWOT analysis is used for analysis. Secondly, the 4Ps theory is used to analyze the current situation and existing problems of the marketing strategy of plateau chrysanthemum from four aspects: product strategy, price strategy, channel strategy and promotion strategy. It is found that there are problems in the product strategy of plateau chrysanthemum, such as the inconsistent packaging image, and the single product; the price strategy has the problem that the existing pricing target does not match the development status of the enterprise, and the pricing differentiation is not obvious; the channel strategy has the problem of few offline channels and ineffective online channels; the promotion strategy has the problem of attaching importance to the terminal market Insufficient, shortage of sales personnel.

Thirdly, through the combined application of STP theory and 4Ps theory, the market positioning of plateau chrysanthemum and suggestions for optimization of marketing strategies are put forward. The product strategy optimization suggestion is to develop new products to enrich plateau chrysanthemum product types, and pay attention to the product packaging design of plateau chrysanthemum; the suggested measures for price strategy optimization are to adopt product differential pricing strategy ; channel strategy optimization The suggested measures are to expand offline channels and develop new channels; the optimization suggestions for promotion strategies are to attach importance to promotion strategies, continue to do well in exhibition marketing, formulate specific promotion plans for target consumer groups, and build an eco-tourism park. Finally, it provides guarantee for the optimization and implementation of marketing strategy from the aspects of strengthening the construction of marketing talent team, cultivating the company's brand culture, improving the financial and material guarantee mechanism.