Research On Green Marketing Strategy Of Agricultural Products Of Shandong Province A Company

Green development is the important development idea which is put forward in "Thirteen Five". It should strictly instill in every link of economic operation. Marketing is no exception. Green marketing is very important for the sustainable development of enterprises as an efficient and new marketing model in the 21st century. To this, the study takes the agricultural products as the research object, and takes A company in Shandong Province as a case, to analyze system the model, strategy, innovation system of the green marketing of the agricultural products. It can help the companies to gain a competitive advantage to obtain sustainable development.Overall, there are five main research contents:firstly, the study analyzes the theoretical basis of green marketing of the agricultural products in-depth. Secondly, the study detailed analyzes the green marketing environment of A company in Shandong Province. Thirdly, the study builds the green marketing strategy system of A company in Shandong Province. Fourthly, the study designs the strategy implementation and evaluation system of the green marketing environment of A company in Shandong Province. Fifthly, the study thinks about the security measures of the green marketing environment in agricultural products processing enterprises.The main research conclusions are following:first, the study finds the causes of the problem. A company's internal staff can accurately recognize the green agricultural products. They have strong consciousness of green marketing. However, A company has not carried out green marketing. Additionally, Most of the surveyed consumers have certain green consumer awareness. But their current willingness to buy green agricultural products is not strong being affected by the price or other factors. Second, the study puts forward the green marketing innovation system and green marketing strategy of A company. A company shall be from the product, price, distribution channel, promotion and give prominence to "green" features, build system of green production, green management system, green brand construction system. Third, the study puts forward the programs and measures of agricultural green marketing of A company in Shandong Province, and provide talent, system, technology, culture and other aspects of security.In conclusion, the study follows the research idea of "theoretical analysis-case study-system innovation-countermeasures to guarantee" to analyze the green marketing mode, system, implementation plan and safety measures by using the questionnaire survey method and SWOT analysis method, so as to improve and enrich the marketing theory, and provide a reference for relevant enterprises of green marketing.