Research On The Marketing Strategy Of Organic Food In Jilin Province

In recent years, organic foods has become reassuring foods for consumers to choosebecause they contain a variety of trace elements beneficial to human body, containing fewerchemicals, do not contain genetically modified ingredients, benefit to ecological environmentand protect soil. The opportunity of global organic food market is huge, which is growing at anannual rate of20%to30%. The organic food industry in China is developing in a betterenvironment and has obtained more and more political support. There are a wide variety of fineecological environment and rich natural ecological resources for the development of organicfood in Jilin province, which provides a unique advantage. However, there are many problemsduring the development of organic foods enterprises in Jilin province such as small in scale,outdated marketing concept and lower market share. Therefore it is greatly significant for us toresearch on the organic foods marketing strategy in Jilin province in order to enhance thecompetitiveness of Jilin province organic foods and the economic development of Jilin province.The dissertation consists six parts, part1describes the research background andsignificance of the thesis, research methods and research content; part2introduces related theoryof organic food marketing including the definitions of organic agriculture and organic food,explanations of marketing theory, introduction of STP and PEST theory; part3analyzes theprospects and challenges of organic food market in China, analyzes the macro environment ofJilin province for the marketing of organic foods from the points of politics, economy, social andtechnology; it also analyzes the current situation of the organic foods consumption and marketprospects in Jilin province and the marketing problems; part4is market research in order toinvestigate the influence factors of consumers’ behavior to buy organic food; part5puts forwardmarket segmentation, target market selection and market positioning according to thecharacteristics of the consumers, establishes market start strategy based on the ABC model ofattitude, proposes4P marketing mix suitable for the marketing of organic foods in Jilin province;finally, it takes JK company as an example, which is a producer and seller of organic food in Jilinprovince with some scale and influence, to analyzes its marketing advantages and disadvantages,on the basis of that to make market segmentation and positioning, to put forward thecorresponding marketing mix strategy and safeguard measures for its implementation. Part6isthe conclusion of the dissertation.