On Green Marketing Strategies Of County Agricultural Products

Making a general survey of the studies on green marketing of agricultural products at home and abroad, the achievements in this field are great. However the study predominates on the national and provincial levels or the comparison of green marketing strategies of agricultural products. While the study on the green marketing strategies of the county agricultural products, especially the research on the county’s daily grain and oil of green marketing of agricultural products which are supporting for the big regional economic lifeblood is rarely, it is urged that more empirical research should be done in the future. Guided by the theory of green marketing of agricultural products, green ecological theory and the social economical sustainable development theory at home and abroad,the research project "The Green Marketing Strategy of the Agricultural Product in County----Taking the Agricultural Product Processors in Fengyang as Example", draws the relevant research results in this field, adopts various research methods such as literature, comparative analysis, questionnaire method, interview method, qualitative and quantitative analysis method, deductive and inductive methods and mainly studies the effective strategy of green marketing of the agricultural products in Fengyang County. Taking the marketing of the essential daily grain and oil products of Fengyang people as the breakthrough point, the research project studies the connotation of marketing of the green agricultural products, relevant green marketing theory, the present situation and the trend of the domestic and foreign green marketing of agricultural products and analyzes and discusses the present situation, the advantages, opportunities and gaps of the green marketing of the agricultural products in Fengyang County. The aim of this study is to solve the problems of the system of the green marketing of agricultural products is imperfection, the market share is low, lacking of innovative idea and marketing strategies. Adopting the questionnaire survey, market survey, interviews and other methods, the research project makes empirical study on various aspects such as the consumer s’cognition degree of the green agricultural products in Fengyang County, the market share of three major Fengyang grain and oil brands (Fengyang Gongmi Rice, Feng Bao flour, Imperial Oil) in this county and Anhui province; and the Customer Satisfaction on brand and service, the price, the distribution channels and the sales promotion of Fengyang three major grain and oil products. According to the data analysis of the survey, the research project reveals the problems existing in green marketing of agricultural products in Fengyang County and then from the perspective of agricultural sustainable development, studies the restrictive factors of green marketing of grain and oil products in Fengyang County, and puts forward innovative ideas of green marketing of the grain and oil products in Fengyang County and related combination strategy.The results of the research on county green marketing strategies of agricultural products is not only enrich the content, but also provides some references and help for the people who engages in the research work in this field, especially giving the great references for promoting the development of the county agricultural economy, the increasing of the market share of the agricultural products, and the maximum to meet the needs of consumers, promote the development of the county agricultural economy by leaps and bounds, realizing the integration of green production, green agricultural products processing and green marketing.