Vol. 2 No. 3 (2023): December Special Issue of The QUEST: Journal of Multidisciplinary Research and Development

Marketing Strategies of Yingkou Rice Producers: Basis for Strategic Plan

Guo Yuee
Liaoning Agricultural Vocational and Technical College, Liaoning, China
Jennifer Fronda
Nueva Ecija University of Science and Technology

Published 12/30/2023


  • 4Ps; Marketing Plan; Place and Promotion; Price; Product; Yingkou Rice

How to Cite

Yuee, G., & Fronda, J. (2023). Marketing Strategies of Yingkou Rice Producers: Basis for Strategic Plan. The QUEST: Journal of Multidisciplinary Research and Development, 2(3). https://doi.org/10.60008/thequest.v2i3.155


 The study focused on examining the marketing strategies of Yingkou rice producers, particularly emphasizing the 4Ps of marketing: product, price, place, and promotion. Challenges affecting both production and marketing were identified, prompting the need for strategic interventions. Findings highlighted the necessity for quality control to ensure the delivery of high-quality and healthy rice to consumers. Additionally, monitoring costs and sales was deemed essential to maintain profitability. Recommendations were made to encourage farmers to adopt Yingkou rice, promoting its quality and profitability. Furthermore, expanding distribution channels, including supermarkets and online platforms, was suggested to broaden market reach. The challenges faced by Yingkou rice farmers, such as pest infestations and climate change affecting quality, were acknowledged. Changes in price due to governmental policies and market demand were also noted. Accessibility to larger markets emerged as a significant hurdle, underscoring the need for strategic promotion efforts. Proposals included intensive promotional campaigns to raise awareness about the promising qualities of Yingkou rice and its potential profitability for farmers. In response to these findings, the study developed a proposed marketing plan aimed at enhancing the marketing strategies for Yingkou rice producers. This plan entails implementing stringent quality control measures throughout the production process to ensure consistent high quality. Pricing strategies may involve careful monitoring of market trends and production costs to maintain competitiveness and profitability. Expanding market reach may be facilitated through collaborations with agricultural authorities and the establishment of new distribution channels. Intensive promotional campaigns leveraging various marketing channels may be conducted to increase consumer awareness and drive demand for Yingkou rice.

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