Analysis on the Application Strategy of “4V” Marketing Mix Theory: Based on the Perspective of the Perceived Value of Agricultural Products Consumer

DOI

10.2991/aebmr.k.191225.088How to use a DOI?

Keywords

agricultural product, 4V theoretical, marketing model, perceived value

Abstract

In recent years, the pace of agricultural modernization in China has been accelerating, the production capacity of agricultural products has increased substantially, and the number of agricultural product brands has exploded. At the same time, consumer demand for agricultural products has become more diversified. Nowadays, the traditional agricultural product marketing model has been unable to adapt to the market development, and the information asymmetry between the regions has caused the supply and demand of agricultural products to be seriously unequal, and the contradiction between production and marketing of agricultural products has become increasingly prominent. Based on the perceived value of agricultural products consumers, this paper analyzes the application value and strategy of 4v marketing theory in agricultural products in combination with the new era 4v marketing theory, and provides reference for agricultural product marketing.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ruiqi Deng
AU  - Xinjuan He
AU  - Yuming Liu
AU  - Yi Fu
AU  - Xiaoqiao Hu
PY  - 2020
DA  - 2020/01/07
TI  - Analysis on the Application Strategy of “4V” Marketing Mix Theory: Based on the Perspective of the Perceived Value of Agricultural Products Consumer
BT  - Proceedings of the 5th International Conference on Economics, Management, Law and Education (EMLE 2019)
PB  - Atlantis Press
SP  - 501
EP  - 504
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.191225.088
DO  - 10.2991/aebmr.k.191225.088
ID  - Deng2020
ER  -