Study On The Precision Marketing Strategy Of Organic Grape In Hailin Farm

In all kinds of food safety accidents occurred frequently, make the food safety problem increasingly got everyone’s attention, this makes the organic agricultural products to the opportunity of development. The development of organic agriculture in heilongjiang province started relatively late, now, in order to more adapt to the development of today’s society, the development of organic agricultural products in heilongjiang province is becoming more and more attention, hering farm organic grapes under the influence of various factors, make its sales problems become one of the important problems hinder its development.Combined with organic agricultural products and the research status at home and abroad and the meaning of precision marketing, combining hering farm organic grape production status and the present situation of marketing, the hering farm organic grapes, set the target market as mudanjiang, to hering farm organic grape target consumer buying behavior has carried on the questionnaire survey, and logistic regression model was established. By hering farm organic grape target consumers of descriptive statistical analysis, the target consumer buying behavior characteristics have preliminary understanding, and to determine the effects of 22 factors,through the analysis, logistic regression model to determine the seven common factor, according to the significance of the factor analysis, found that one of the five common factor for hering farm organic grape target consumer buying behavior is very significant. By hering farm organic grape target consumer purchasing behavior of regression analysis, found the hering farm organic grapes, there is organic in the marketing propaganda is not enough, a single purchase channel,technical support is insufficient, the market localization is not accurate, precise marketing countermeasures against these problems, according to the characteristics of consumers greater publicity expand product influence; According to the consumer buying behavior characteristics widen marketing channels; According to the product and the market demand for training and the introduction of high-end talent; According to the market information, and the division of marketing channel accurate market positioning, etc., for hering farm organic grapes provide theoretical basis for the precise marketing.