Study On The Strategy Of Green Marketing Of Agricultural Products In Hunan Province

The green natural, healthy, nutrition products, environmental protection, green marketing has become the inevitable trend, as establishing of sustainable development strategy and concept of circular economy. Hunan, as a major agricultural province, has the macro-environment of green marketing. But its green agricultural industry has small effect on economy for its scale, and especially in the international and domestic market its competitive has yet to upgrade. Due to income and consumer awareness, green consumer awareness of residents is in low level. How to implement effective green marketing tactics that promote consumers" actual needs is the key that agricultural enterprises to success, is the key to optimize agricultural products structure in Hunan Province.Based on the experience of development green marketing abroad and previous studies, this article points out that the background and significance of study, then Contrasts and analyzes the relationship of green marketing and traditional marketing in the content, research focus, operation objectives and so on. And propose that Green Marketing is the trend of China’s development, particularly for agricultural products. And analyze the international and domestic market environment of green agricultural products, through the organizational and legal systems, the market concept, supply and demand, objective and realistic basis and green barriers to trade of green marketing. At the same time sample to deep understand the green consumer awareness and demand.Hunan Province has good foundation for developing green marketing of agricultural products such as experience in producing, environmental quality, rich labor resources, location advantages, government support and other favorable conditions. But at present Hunan Province there is a lot of shortage in green agricultural products for example the total number of green products, weak position in competition; a single product mix; more primary products, less deep processing, finishing products; uneven regional development; Conversion of resource advantage and industrial advantage; small size certified firms.Based on the Hunan Province’s marketing status of agricultural products, for enhancing the competition, the paper respective analyzes the corresponding marketing tactics from the four aspects of product, price, channel, promotion.