Proceedings of the 5th International Conference on Economics, Management, Law and Education (EMLE 2019)

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

Authors
Ruiqi Deng, Xinjuan He, Yuming Liu, Yi Fu, Xiaoqiao Hu
Corresponding Author
Ruiqi Deng
Available Online 7 January 2020.
DOI
https://doi.org/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.
Open Access
This is an open access article distributed under the CC BY-NC license.

Download article (PDF)

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  -