Research On Marketing Plan Of Shenyang Public Group Ecological Products Promotion Project

In recent years, the development of eco-agricultural market maturing，eachleading eco-product Shenyang Public Group competes to appear on the market, evensome of the new brands also join the competition. From the view, of the ecologicalproducts industry development trend, The key factors determining the success ofeco-products are product positioning and marketing strategy. On productpositioning,eco-Products is diet consumer goods of high price, and the target groupsshould be people of high consumption level, rather than ordinary agriculturalproducts for low-end customers. Due to ecological products mainly relying onartificial planting and harvesting, the need for manpower and capital investment ismuch bigger compared to big machine production of ordinary crops, a lot of inputcost being added. On the other hand, the output of eco-products will be much lowerthan ordinary products. Because ecological products are pollution-free agriculturalproducts, we cannot increase its output through chemical fertilizers, pesticides andother items with chemical composition, therefore forming the property of high input,low output, and high price.As more and more companies join in the eco-product market competition,leading the trend of ecological product homogeneity enhancing significantly.Therefore, if the company wants to occupy a dominant position in the market, itmust make a difference in marketing plan. Common agricultural product is thecommodity with low-input, high output, low price, and product positioning of thelow-end consumer market. If ecological products take the same market position withcommon agricultural, its profit will be far less than common agricultural products. Inaddition, on the product marketing strategy, the main marketing methods include advertising, promotion and price competition, individual leading brands also takingpublic relations and government collaboration. Eco-products market is now in thecondition of short supply, single marketing approach being not suitable for newvarieties. It should take integrated marketing approach based on media publicity,broaden distribution channels and seize the opportunity to dominate the marketquickly.Shenyang Public Group eco-products market is not yet mature, supplying onlypart of the ecological fruits and vegetables varieties, and owning a small marketshare, and its competitive advantage has not been formed. To make the ecologicalproducts of Shenyang Public Group to dominate the market, this paper conducts themarketing plan design for its ecological products promotion project from theperspective of marketing plan. After understanding the present promotion situationof ecological products project at home and abroad, this paper decomposes its workand responsibilities by Work Breakdown Structure, clear the logical relationshipbetween the work and make the duration schedule for the project. Further,itproposes the implementation safeguard measures of the project from the perspectiveof quality, duration schedule and communication, providing reference for thedevelopment and promotion of Shenyang Public Group new varieties in the future.