A Study On The Organic Agricultural Products Marketing Strategy Of In Jilin Province

Twenty-first century is a "green" century, as people’s living standard is improving continuously, awareness of environmental protection is enhancing and the needs of green agricultural products are increasingly intense at home and abroad, the green products show a broad market prospect. Jilin province, as an important big agricultural province of our country, the green agriculture develops much earlier, it reaches certain scale. It plays more and more important role for adjusting Jilin agricultural structure, raising income, even promoting local economic development and etc. After20years of development, the development process of green agricultural products in Jilin province goes through from scratch, from small size to big, from weak to strong. Because the brand has strong profit effect, promotion effect and industrial expansion effect, While developing green brands of Jilin and implementing market strategy of green agriculture market, it is important to understand correctly the environment factors of green agricultural products in Jilin province and to discuss g countermeasure of green brand of agricultural products for fundamentally enhancing competitive of green agriculture of JilinThe Paper reviews related theory of the marketing strategy of green agricultural products, on the basis of this, it makes an economic analysis on green agricultural products from marketing externalities, game theory, welfare economy and etc., analyzes and summarizes experience for development of green agricultural products in developed area at home and abroad and makes a detailed analysis on status quo of industrial development of Jilin province, and then makes SWOT analysis on marketing of green agricultural products in Jilin province, formulates and puts forward the marketing strategy of green agricultural products of Jilin province measures, and finally come up with suggestions on relevant policy.The paper consists of eight chapters.The first chapter, mainly elaborates the background, research purpose, significance and the research content and methods.The second chapter, mainly discusses theoretical basis of the green agricultural products marketing strategy of Jilin province. Theories of sustainable development, competitive advantage theory, industrial cluster theory, the circulation economic theory, such as game theory can be regarded as the theoretical basis for implementing green agricultural products marketing strategy in Jilin province. The marketing of green agriculture not only make enterprises to change traditional marketing concept, reselect business model implement green and clean production, but also improve ecology and social environment, promote harmonious development of nature, society and enterprise, promote sustainable development of multi-layered on macro, meso. micro. Green agricultural products marketing enterprises have positive influence on the development of the society.In the third chapter, external economic theory for green agricultural products marketing is discussed, analyzes the connotation, characteristics, causes, existing problems and management of externality of green agricultural products marketing. On this point, it makes an analysis on interaction of the main decision-making (government, enterprises and consumers) in marketing decision, and the consumer decision-making. It applies game theory to analyze on game between "government and enterprise","enterprise and consumer"," government and consumer""enterprise and enterprise" and "customers and consumer", and combines with the game analysis. It points out the practical significance and management measures that shall be adopted; This paper briefly expounds the connotation of welfare economics, analyzes all sorts of effects on government, enterprises and consumers from social welfare of green agricultural products marketing with application of the theory of welfare. It is concluded that the green agricultural products marketing can improve social welfare. Finally, with the agricultural product market for object, it discusses the green agricultural products marketing,"adverse selection" problems and their causes, influences on social environment and its countermeasures.The fourth chapter analyses and summarizes development experiences of green agricultural products marketing in developed areas at home and abroad. This paper analyzes marketing strategy and experiences of status quo of green agricultural products especially in America, Japan, and European Union. It also sums up the agricultural production to facilitate regional market scale effect not conducive, form agricultural products distribution, regulate the agricultural product market behavior, make laws and regulations, establish agriculture professional cooperatives, make sale channel diversification, the green agricultural products industry development needs management of enterprise and market.Chapter5mainly analyzes production situation green products of Jilin province. After20years of development, the development of Jilin province of green agricultural products go through process from grow-up, from small to big. from weak to strong course, now is it in its development of third stage, namely great development of industry. The production of Jilin’s green product is entering into steady development track. Jilin province have more than3700products to get "3kinds of a standard" certification,"expanded" environmental monitoring area of45million mu, the yield is35.2million tons, the output value is54billion yuan, build201(time) of all kinds agriculture standardized demonstration area, create81agricultural products base of12kinds of green, organic and pollution-free. Jilin province has basically formed complex green agriculture industry area, the central, green agriculture industry area, western comprehensive ecological green agriculture industry area, city zone, green agriculture industrial parks regional development pattern. Jilin province have52counties and cities in the county level management institutions, there are227people in supervisory work of green agricultural products, it formed a set of "from the fields to the table" in the whole process of the quality control standard system and more perfect green agricultural product inspection testing system, in order to provide green agricultural products industry development of guarantee. The paper believes that, to make green agricultural products achieve the highest market value, Jilin province needs to have with matching green agricultural products marketing strategy and the development of green agricultural products industry.Chapter6presents the implementation of the strategy of green agricultural products marketing with the SWOT analysis. It faces opportunities and threats of green agricultural products marketing in Jilin province. Jilin province of green agricultural products industry development advantages and disadvantages are analyzed in detail. Jilin province of green agricultural products industry development is in a big good history development period. The current green agricultural products industry development is in a good environment. Jilin province government attaches great importance to the development of green agriculture, provides a series of supporting policies and standards, and on the origin and the port of new regulatory joint mode of Jilin agricultural products in the Hong Kong and Macao market provides the convenience, green agricultural products is in a growing consumer demand. Green agricultural products industry development is also faced with fierce market competition, importing countries market standard, the serious environment pollution such negative environment. But a development of Jilin province of green agricultural products industry has its own advantages, such as natural climatic superiority, ecological environment advantages, agricultural resources advantage, agricultural science and technology advantages, geographic location advantage, transportation advantage. If it can adjust measures to local conditions and take the corresponding marketing strategy, green agricultural products industry fully displays own superiority, enhances strength with the favorable opportunity to achieve and the purpose of the essence.In Chapter7. Jilin province for green agricultural products marketing strategy goal design and the strategic choice is presented. Jilin province’s green production has stronger advantages, faces more favorable marketing environment. In the modern market economy condition, the green agricultural products industry realizes more economic benefit and social benefit, to a great extent, depends on the implementation of the marketing strategy. Green agricultural products marketing in Jilin province should first make clear its strategic goals, in order to maintain brand credibility as the core of the sustainable development, the construction of the green agricultural products marketing strategy of the organization system, market system and production system. In the product strategy superior quality to strategy, regional brand strategy, pricing strategy choice in the differential pricing strategies, channel strategy is set up in the multi-channel strategy. Sales promotion strategy is taken advertising and publicity of an international exhibition parallel mode. Through the above green agricultural products marketing strategy system construction and strategic decision, Jilin province of green agricultural products in the market smoothly, explores the international markets, improves the overall efficiency of green agricultural products industry.Chapter8mainly puts forward the green agricultural products marketing strategy of Jilin province in the implementation of the policy Suggestions. This paper puts forward that, in order to make the Jilin province of green agricultural products industry fully displays own superiority, uses the favorable opportunity to achieve the purpose of big and powerful, Jilin province should take the following measures:1) increasing the development of green agricultural products industry infrastructure;2) solving highway logistics high cost of the agricultural products;3) strengthening the agricultural environmental protection;4) strengthening provincial international cooperation:5) training agricultural marketing talents.The innovation points of this paper can be summed up as followed:1. This paper uses sustainable development theory based on the theory of green agricultural products marketing strategy in Jilin province comparison system research.2. This paper green agricultural products marketing strategy in Jilin province environment to carry on the analysis, the green agricultural products are pointed out that Jilin province marketing face opportunities and threats, has the advantage and disadvantage. If the current available favorable opportunity and. according to local conditions, take the corresponding marketing strategy, and can achieve the purpose of and the conclusion.3. This paper establishes green agricultural products marketing strategy of Jilin province goals and strategic system, and designed the product strategy, pricing strategy, channel strategy, promotion strategy and marketing strategy, Jilin province for green agricultural products explore the domestic and international market, improve the overall efficiency of green agricultural products industry, and points out the feasible scheme.