Flying fish (Decapterus sp.) is one of the main catch targets for purse seine fishermen at Fish Auction Place. This research aims to analyze the marketing development strategy of frozen flying fish for fishermen at Fish Auction Place, Pati Regency, Indonesia. The research method used in this study is Mixed through interviews with business owners. The data collected includes primary and secondary data. The results showed that based on internal and external factors, the marketing strategy of frozen flying fish fishermen is in Quadrant I and the marketing strategy that must be applied is an aggressive growth strategy. SWOT analysis with the S-O (Strength- Opportunities) strategy, namely (1) Maintaining and maximizing the quality of flying fish, (2) Setting the price of flying fish in the market that benefits both parties, (3) Maximizing the development of technology in the field of fisheries and online promotional activities in flying fish marketing production, (4) Planning a business management system and experience and improving skills in operating fishing gear so that there is no competition between fishermen. While the results of the QSPM analysis are the most suitable strategy to be implemented, namely the strategy of determining the price of flying fish in the market that benefits both parties (S2, O2).