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Research on Marketing Strategy of Fresh Agricultural Products Logistics - Based on SWOT-AHP Method

Author(s)

Zhipeng Yang*, Fangmin Li, Wenbiao Luo

Affiliation(s)

Guangzhou Vocational University of Science and Technology, Guangzhou, Guangdong, China

Abstract

With the improvement of the quality of life of the people and their attention to the quality of life, people have begun to demand the influence and safety of food, and quickly promote the consumption rate of fresh agricultural products such as fruits and vegetables and aquatic products from an objective perspective. The state has also promulgated laws and regulations such as the Food Safety Law of the People's Republic of China and the Cold Chain Logistics Development Plan for Agricultural Products, which provide new development opportunities for fresh agricultural products logistics. However, the development of cold chain logistics of fresh agricultural products also contains many restrictive factors. If the restrictive factors are not properly handled, it will have a great negative impact on the future development of fresh agricultural products logistics.

Keywords

Fresh Agricultural Products; Marketing Strategy; SWOT-AHP Method

References

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