Analysis on the Application Strategy of “4V” Marketing Mix Theory: Based on the Perspective of the Perceived Value of Agricultural Products Consumer
Ruiqi Deng, Xinjuan He, Yuming Liu, Yi Fu, Xiaoqiao Hu
Available Online 7 January 2020.
- https://doi.org/10.2991/aebmr.k.191225.088How to use a DOI?
- agricultural product, 4V theoretical, marketing model, perceived value
- 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.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
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 - https://doi.org/10.2991/aebmr.k.191225.088 ID - Deng2020 ER -