Organic Product Certification Marketing Strategy Of Heilongjiang Province Agricultural Product Quality Certification Center

Healthy and safe food production and certification is an important part of the qualitycertification work, and has been widespread concerned all over the world. Certification oforganic products as a third-party regulation is a prerequisite for the healthy development oforganic agriculture. Heilongjiang Agricultural Products Quality Certification Center (HAQC)has a third-party certification organization with independent legal personality which can carryout quality certification of agricultural products. It was established in2002under theapprovement of National Certification and Accreditation Administration Committee, and theapproved scope of business is good agricultural practices certification and certification oforganic products.This paper first described the background and development course of food qualitycertification, then reviewed and gave some comments on the related current research status indomestic and abroad, moreover introduced both the overview of the development of domesticand international organic food and the status of research and development of organic food inChina.The second chapter analyzed the circumstance of Chinese and foreign organic foodcertification market, including the overview of the development of organic food in domesticand abroad. At last, the needs of the user of the quality certification of organic product wereproposed.The third chapter developed suitable marketing strategies and measures which could beapplied with HAQC according to the actual situation of Heilongjiang Province, includingestablishment of brand marketing strategy and marketing strategy of organic productscertified in HAQC on the basis of the second chapter. Among them, the brand marketingstrategy contains improving the traceability of organic products and development of responseprocedures for non-compliance situation. The establishment of marketing strategy of organicproducts certified in HAQC, including enhance the reputation effect of HAQC, reduce thedependence of the HAQC institutions to enterprise, improve the efficiency of certification,strengthen the responsibility of the organic certification agency staff, reduce regulatory costsand prevent abuse of the organic certification system.Chapter four specifically pointed out how to implement the marketing strategy ofcertification of organic products of HAQC, strategy of organic product certificationcombination pricing, pricing strategies of discounts and sale strategies, marketing promotional strategies of staff and advertising promotion, and channel strategy.Finally the safeguards of implementation of marketing strategies were given, includingstrengthen the customer relationship management, improve the quality of business ofmarketing personnel, establish a dedicated marketing team, and improve the incentive andrestraint mechanisms.After carry out measures of which including improve reputation effect of HAQC,strengthen the responsibility of the organic certification agency staff, improve the efficiencyof certification, reduce regulatory costs, improve the authentication efficiency as well ascertification credibility, establish a sound regulatory system and checking and certificationsystem, apply strategies of organic product certification combination pricing, discount andsale, channel strategies and promotional strategies, intensify propaganda and undertakeadvertising promotion, the market share will gradually increase, thereby increasing thecompany’s operating profit, which provides a guarantee for the rapid development ofenterprises, and which is of great significance in improving the quality and quantity of theChinese organic product.