Strategic Research On Green Marketing Of Agricultural Products In Shandong

Shandong province is China’s major agricultural province, the environmental conditionis suitable and there’re rich agricultural products with a great quantity. However, because thedevelopment of green marketing is late and with a weak economic foundation, both the theoreticalstudies and the marketing practice are still in early stages in Shandong province. Some expertshave begun to study the green marketing of agricultural products of China. However, theresearch of Shandong is but lack., to research the strategic on green marketing of agriculturalproducts in Shandong appears especially urgent. Only with the finding of the strategic on greenmarketing, the market competitiveness of agricultural products could be improved.In this paper, we first defined the concept of green agricultural products and greenmarketing of agricultural products. Then we described the current situation and study ongreen marketing of agricultural products both in China and abroad and analyzed theproblems and reasons of green marketing of Shandong. With the form of questionnaire andSWOT analysis of the marketing environment, we finally introduced the strategic on greenmarketing of agricultural products in Shandong province.First of all, we should take base construction strategic for the green agriculturalproducts in Shandong province, ground the dimensions of base construction, improvehorizontal and the quality of producers, and choose appropriate base construction mode. Thenwe should take the strategy of marketing mix of green marketing of agricultural products,including product strategy、price strategy、channel strategy and promotion strategy. At last,the government should take security measures for the green marketing of agriculturalproducts, improve the quality certification system of green agricultural products,strengthen the market supervision and management, adopt preferential policies, strengthen theconstruction of the market system and the information of consulting services, cultivate theconsumer culture of green agricultural products.Green marketing of agricultural products is different from traditional marketing,which has the green characteristic of full marketing process.21stcentury is an age of greendelicatessen industry rapid developing, the development of agricultural products inShandong must acclimate the tidal current, and catch hold of the opportunity, and actualize green marketing. Only this, marketing space of tropical agricultural products in Shandongcan be availably developed.