Marketing Strategies Of Shouguang Greenhouse Vegetables

The greenhouse vegetable is the essential food in people’s daily diet, providing avariety of vitamins and minerals necessary for the body. According to the FAO in1990,90%of the essential vitamin C and60%vitamin A are from greenhousevegetables. In addition, greenhouse vegetables, there are a wide variety ofphytochemicals, it is recognized that the active ingredient for health. The Shouguanggreenhouse vegetables, produced in Shouguang City, named after one of the famousspecialty of Shandong Province. Large-scale the Shouguang greenhouse vegetablegrowing, a wide variety of green pollution-free, nutrient-rich,20years of greenhousevegetable production development process, summarizes the accumulation ofgreenhouse vegetables Cultivation Techniques to form the famous "the Shouguanggreenhouse vegetables" brand.The Shouguang greenhouse vegetable industry is the research object of this paper.The main content of the study are: on the basis of the understanding of the Shouguanggreenhouse vegetable exhibition history, the analysis and evaluation of the currentmarketing strategy, of Shouguang greenhouse vegetables; by studying vegetableenterprises under the existing level of productivity, market conditions and policyenvironment proposed to solve the problems in the existing marketing strategy, adviceand recommendations; Shouguang vegetables marketing strategy and other domesticvegetable marketing development of the more successful a typical example is thecontrast, to explore the marketing strategy for Shouguang Vegetable enterprises and topropose effective solution, to achieve effective convergence of the vegetable marketoperating mechanism and vegetable enterprises marketing strategy, and proposed theShouguang greenhouse vegetable marketing strategy, a new model and supporting thedevelopment of measures.In this study, based on theoretical analysis and empirical analysis combiningtheoretical analysis based on empirical analysis in the study with the ecologicaleconomics, industrial economics, agricultural economics, and theoretical foundation, combined with a mature foreign marketing of agricultural products theory, the use ofmodern marketing concept of integrated marketing, social marketing, green marketingon the basis of vegetable enterprises from production to sales, product positioning andmarket segmentation, vegetables and information channel construction, to theimprovement of vegetable marketing theory. The paper to be adopted to integratetheory with practice of law, from literature and field surveys to study two aspects ofthe marketing status of the Shouguang greenhouse vegetables, problems andcountermeasures three profound study and put forward suggestions for improvementof vegetable marketing strategy.Through the study reached the following conclusions:1．The Shouguang greenhouse vegetable marketing channels can be divided intothe professional market, online trading and cooperative marketing in three ways.Among them, the professional market sales and sales revenue accounted for morethan60percent of the city’s total, the online trading market and more than300variousspecialized farmer cooperatives sales accounted for less than40%of the total.2. Shouguang greenhouse vegetables sold throughout the country by virtue of the"Greenhouse Vegetable Information Network", the "green channel","blue channel","air channel", the electronic information, road transport, ocean shipping andinternational aviation.3. With the rapid development of science and technology, the internet marketingis so rapidly becoming a focus of research in a marketing research, but also makes thenetwork to be an important market that all marketers are extremely importantdevelopment platform.4. The basic principles and ideas of the new model of the design of greenhousevegetables, Shouguang City marketing, marketing mix strategies to build a new modelof green network marketing. Specific: to improve the greenhouse vegetable growingenvironment, enhance the quality of farmers as a whole; strengthen scientific andtechnological research and development, promotion of green high-quality greenhousevegetables; the introduction of network marketing professionals, active ine-commerce; relying on market information, strengthening demand-led; optimize the circulation, improve logistics service system; to strengthen the integrated managementof the marketing team, and implementation of an integrated marketing strategy.