Marketing Strategies Of Organic Food In China

Organic food refers to the food which is non-polluting, high-quality and nutritious, following the principles of sustainable development, in accordance with the production of specific production methods, identified by the specialized agencies, licensing the use of specialized safety signs. In recent years, the organic food developed fast in china, with the overall size enlarging, industrial level gradually improving, and brand effect continuing to increase. China's organic food business have increasingly played an active role in promoting agricultural restructuring, stimulating the level of quality and safety of agricultural products, and enhancing market competitive power of national agricultural products. However, under the comparison of the demand for organic foods between urban and rural residents, and the level of organic food industry in developed countries, the current situations of China's organic food industry have showed that the problems of underdevelopment, small scale, low level, which are very prominent. Among the factors, this paper believed that the defects and leaks in sale and management are the main bottleneck that constrained the development of China's organic food industry. Therefore, it is a significant and serious problem to explore and study of the factors constraining the organic food marketing, and establish feasible marketing strategies.Based on the survey data of five major cities in China, this study analyzed a variety of factors which impact the organic food marketing,and empirically studied each factor in use of Logit discrete choice model. Moreover, according to the above-mentioned analysis, this study further analyzed problems from product quality, market prices, marketing, and other government actions, strengthened the pertinence of marketing strategy, so as to make research results practically significant to improve China's organic food market share and enhance our international competitiveness.The main research content and framework of this study are: starting from the research background, chapterⅠanalyzed the purpose and significance of China's organic food marketing, summarized the current research trend both at home and abroad, gave ideas and methods of research. Chapter II analyzed theories of organic food marketing and related concepts, and further exploded the related features and functions of organic food. Chapter III mainly analyzed domestic and international marketing situation of china's organic food, combining with literature and statistical data. Chapter IV empirically analyzed factors which influenced China's organic food marketing currently in use of Logit discrete choice model. Based on the chapter IV, chapterⅤcorrespondingly advocated marking strategies to boost the development of China's organic food industry. ChaptersⅥput forward suggestions to achieve the favorable implement of organic food marketing strategies ChapterⅦbriefly summarized the content of this study.The main innovation of this study:(1) This study systematically summarized the successful experience of developing organic food in developed countries or regions, educed the favorable conditions and the need to develop china's organic food, and pointed out that the development of organic food in China is facing with both opportunities and challenges. It is of important practical significance to promote organic food enterprise development, enhance the competitive power of enterprises.(2) This study empirically studied the marketing mode of domestic organic food business, needs and the actual willingness of consumers in use of survey data, which provided a new idea for the studies of marketing China's organic food.(3) This study deeply analyzed a variety of factors which impact the organic food marketing in use of the Logit discrete choice model, including the exploration from four aspects, such as organic food, consumer, main body and mode of marketing, government's actions and the related industry development. It has added new materials for the field of related research.(4) This study put forward strategies and recommendations to promote China's organic food marketing, combining with the actual situation of China's organic food development of and the results of influence factor analysis.