Research On The Marketing Strategy Of Ecological Agricultural Products In Hefei City

With the improvement of people's living standard and the popularization of ecological concept,more and more consumers pay attention to the ecological of agricultural products.In order to meet the needs of consumers,all kinds of ecological agricultural products enterprises are born.At present,the ecological agricultural products in China have unlimited development potential,the market development prospect is very broad.However,the ecological agricultural products from producers to consumers must go through marketing.Due to the ecological agricultural products marketing strategies of some enterprises are not,the production of ecological agricultural products can not reach consumers.In addition,due to the huge profits of the ecological agricultural products industry,more and more producers and sellers enter the ecological agriculture market,the results lead to disorderly competition in the whole ecological agricultural market.This is not only harmful to consumers to buy green and safe ecological agricultural products,it is also a significant loss for the standard ecological agricultural enterprises.Hefei,as a big agricultural city in China,conscientiously implemented the national policy on the development of " quality,efficient and safe" agriculture in recent days,and vigorously promote the development of ecological agriculture.Various ecological agricultural bases,exemplary base and cooperatives in Hefei are endless.However,the ecological agriculture market in Hefei did not achieve the ideal prosperity.In the final analysis,this is due to the improper marketing strategy of Hefei's ecological agricultural products.Therefore,this study focuses on the marketing strategy of Hefei ecological agricultural products.First,this paper discusses the development status of Hefei ecological agricultural products,and in-depth analysis of Hefei development of ecological agricultural products environment,including policy environment,market environment and so on.Secondly,this paper analyzes the current situation and problems of Hefei ecological agricultural products marketing strategy,from the four aspects of product strategy,price strategy,distribution strategy and promotion strategy,and puts forward the causes of ecological agricultural products marketing,including the promotion of ecological agricultural products and market demand,support,reward policy and marketing organization..Finally,combined with 4 PS marketing theory,this paper puts forward the suggestion of Hefei ecological agricultural products marketing strategy,and discusses the feasibility of regional brand strategy,green packaging strategy,pastoral complex,membership marketing,family distribution,experiential marketing and other modern marketing strategies.