Investigation On Vegetable Marketing Current Situation And Development Strategies In Taiyuan City

Taiyuan is the producing area of green asparagus in Shanxi province, whose excellent climate condition creates the producing advantage for solanaceous vegetables as well as root vegetable. As the development of vegetable industry in Taiyuan and the frequent occurrence of livelihood issues such as "last mile" and "difficult sale and expensive buy", more and more importance is attached to Taiyuan’s vegetable marketing. Traditional marketing approach is adopted in Taiyuan’s vegetable market, meanwhile, the development of emerging industrial chains also promotes the development of Taiyuan’s vegetable marketing. Despite that, various problems still exist in the marketing process. The key to develop Taiyuan’s vegetable industry is how to adapt to its marketing environment and to expand the vegetable market,then remit the question of "difficult sale and expensive buy".The paper is based on mass data, information, various references, marketing theories, and also combines the outstanding cases of Taiyuan’s vegetable marketing. On the basis of combining theory and practice, the author analyzes Taiyuan’s vegetable marketing environment from the macro-and-micro environment, and its marketing situation from four perspectives, i.e. market targeting, marketing strategy, network marketing as well as government guidance. The paper points out the problems existing in Taiyuan’s vegetable marketing, such as vegetable quality and food safety problems, lack of development on vegetable processing industry, imperfection of marketing channel, inadequacy of relevant laws and regulations as well as environment of network marketing, and proposes corresponding improvement measures, and also attaches great importance to reasonable planing of vegetable plant schedule, comprehensive improvement of quality, exploitation of high-value-added products, optimization of marketing channel, perfection of laws and regulations and professional skills training to related vegetable marketing personnel, etc., to further impels the development of Taiyuan’s vegetable marketing.