Organic Agricultural Products’ Marketing Mode And Strategy Research In China

In recent years, the incidents of agricultural product quality and safety in China occurs from time to time. The issue has attracted people’s attention. Meanwhile people’s needs for quantity have changed into the need for quality. At the same time, with the improvement of people’s living standard and the increase of income, people’s living style and consumption view have changed correspondingly. Now People care more about the food safety.However,in China,the market share of organic agricultural products is far below the world average. The main reason is that our promotion channel of organic agricultural products remain a traditional marketing one, and we have not come up with an appropriate marketing method according to the characteristics of organic agricultural products. At present,with the expansion of domestic organic agricultural products market, the high price is beyond people’s purchasing power. Imperfect marketing mode of organic agricultural products has restricted its further promotion.The first chapter deals with the research background, significance, literature review and the main contents of research. Chapter Ⅱ introduces an overview of the current development of organic agricultural products in China and make a list of its existing promotion mode,which are as follows:web promotion, exhibition promotion, membership promotion, direct link between farmers and supermarkets. Chapter II also analyzes the promoting strategy.In chapter Ⅲ discusses the problems in the process of promoting agricultural products and makes a SWOT analysis at the same time. In Chapter Ⅳ,Ⅰ will take Jinxiang’s organic garlic in Shandong province as an example, analyze its current extension model and strategy. Chapter V is a reflection of the promotion model and strategy of Jinxiang’s organic garlic.The marketing strategy is designed for the consumers and we make a specific analysis of the product, price, promotion and brand of the organic garlic. The communication strategy is made for the producers, it requires scientific and technological envoys to convey the information of organic garlic to the producers and enable them to produce more organic garlic,thus to expand the market share of organic products. Chapter VII will draw a conclusion to the whole study. In China, the market of organic agricultural products has a wide space for development, with the application of the science and technology, the support of national policy,and a healthy market environment are all the basic conditions for the development of organic. The extension model’s of organic agricultural products should be combined with the practice, so that we can make a detailed promotion strategy for China’s organic agricultural market promotion. Organic agricultural products symbolizes the green, pollution-free,and healthy food, meanwhile it is a incarnation of protecting the environment and the sustainable development. Therefore developing organic industry and exploring suitable marketing programs are important ways to increase the market share of organic agricultural products. At the same time, it can raise the farmers’income, and boost the construction of a new socialist countryside.