The Research On The Organic Agricultural Products Marketing Strategy In Chenzhou City

In recent years, with people’s improved life standard, enhanced health consumption concepts and the deteriorating eco-environment of produce, healthy and safe green produce is becoming increasingly favored by more and more consumers. Located at the South Gate of Hunan Province, Chenzhou City enjoys certain advantages of ecological resources both inside and outside Hunan. Agriculture occupies an important position in the national economy. Now it has become one of Hong Kong’s supply bases of produce. However, the inevitable reality is that the brand influence of Chenzhou’s green produce is far from good and the marketing competitiveness is rather weak. The phenomenon that high quality doesn’t mean good price and increase of production doesn’t mean increase of income is still widespread, which has greatly weakened the comprehensive benefits of agricultural production and restricted the healthy development of Chenzhou’s green produce. From this point, this paper intends to take Chenzhou’s green produce as the research object and proposes that the city should implement the marketing strategy of green produce by grounding on the advantage of natural resources and location advantage, aiming to provide correct theoretical guidance and practical and feasible strategy for the city’s green produce industry development.In the research, the paper, following the principle of combining theories and investigation, the principle of combining qualitative analysis and quantitative analysis and the principle of combining dynamic and static analysis, analyses Chenzhou’s green produce development and marketing status after a brief overview of green produce marketing strategy on the basis of relevant theories. In addition, by using SWOT analytic method,the paper carefully analyses the advantages, disadvantages, opportunities and threats facing the strategic environment and puts forward Chenzhou’s green produce marketing strategies and measures, hoping to enhance Chenzhou’s green produce market competitiveness and promote Chenzhou’s healthy development of green produce.Based on the evaluation of Chenzhou’s green status and the development of agricultural products comparative advantage, only interpreted using qualitative analysis and inference, the lack of certain evaluation index system and calculation model for quantitative analysis, also the lack of local green agricultural products, such as otherplaces in-depth comparative study.In addition, because the agricultural special products marketing data collection, in this paper, the Chenzhou’s green agricultural products marketing strategy analysis of the case or not empirical research conclusions and recommendations to test paper, these are undoubtedly further expand research important direction and content.