Hainan Ecological Agricultural Marketing Strategy Research

In recent years, with the continuous improvement of people's living standards, the quality of agricultural products have become increasingly demanding, more and more ecological agricultural products by some consumers; however, at the same time, the development of ecological agricultural products also suffered the cmbarrassing predicament--there is a "bad money drive out good money" and "hard sell not buy" phenomenon. This phenomenon is caused by many reasons, such as information asymmetry, high expectations of consumers and producers, producer marketing positioning is not accurate and so on. To this end, investigate root causes, to find a breakthrough and worked its way to resolve it is very necessary.Hainan is the development of eco-agricultural provinces in China earlier, suffered an embarrassing predicament ecological agricultural development, both universal as well as uniqueness. Based on this, the paper marketing strategy from the perspective of ecological agricultural products in Hainan Province to discuss analysis. First, relevant literature and theoretical analysis to sort out; the second is the current supply and demand situation of Hainan ecological agricultural products, marketing status summarize and analyze; the third is SWOT analysis of the ecological marketing of agricultural products in Hainan Province of internal strengths and weaknesses, external opportunities and challenges for system analysis, configuration Hainan ecological agricultural marketing SWOT analysis model.The results show that:First, the status quo Hainan Ecological Agricultural marketing:"People want to buy can not buy, people who want to sell sell." While most eco-agricultural enterprises have contacts, but also use a new marketing approach, but poor overall effect. Second, the results of analysis SWOT analysis shows that the model should be used to "grow and diversified combination of strategy in order to achieve "precision marketing" targets. Third, through the ecological agricultural consumer or potential consumer survey, drawn ecological agricultural prices set at between 100% and 300% higher than similar ordinary agricultural products more acceptable to consumers. Thus the marketing target market is focusing on food health and safety of high-income groups, and outlines the "high-end community-based, modern urban, health, health-type, social communicative, fun adventure type" a total breakdown of five consumer group.Accordingly proposed Hainan Ecological Agricultural marketing strategies should be adopted "The growth and diversification of combining" strategy:promote use of "the interests of unrelated persons-The University Student Village" this group for marketing in order to improve the level of organization; the use of "Internet+Community Supported Agriculture" for marketing of this model to build better credit system; with " WeChat" this platform to carry out community tree marketing to enhance marketing accuracy. To pay attention to food health and safety of high-income groups for the marketing target market, beyond the traditional 4Ps marketing theory, the use of "Internet +" thinking, targeted product, price, segmentation, channel, promotion, public relations six aspects of marketing mix strategy to extract 6Ps Hainan ecological agricultural products.