Research On Green Marketing Strategy Of Organic Food In Z Company

With the continuous increase of residents’ income and the continuous enhancement of environmental protection awareness,the consumption concept and consumption demand of consumers have undergone great changes.What’s more,people are paying more and more attention to the problem of diet health,from meeting the basic needs of life to the pursuit of high-quality life.And environmental awareness has permeated people’s living and consumption habits.Among them,"organic food",which combines the dual advantages of food safety and organic production,has been gradually sought after by consumers in recent years.Moreover,green marketing related to food industry has become the mainstream of marketing in the 21 st century.From the two dimensions of environmental protection and health,green agricultural product marketing is also more related to the vital interests of the ecosystem and human beings.Comprehensive factors,China’s organic food market scale is rising year by year,is expected to enter the era of 100 billion market scale steadily by 2023,organic food sales market expansion will become an inevitable trend.Therefore,it is necessary to focus on the green marketing strategy of the organic food industry,describe the current situation,explore the existing problems,and put forward suggestions for optimization.Z Company is a representative enterprise in the domestic organic food industry.Connected with organic food,Z Company practices responsible production and consumption,and is committed to the production and sales of organic food and the sharing of organic concepts.Due to the parallel development of organic food,the rapid development of information technology and environmental protection,the company has created a series of green marketing practices centering on featured organic food since its establishment.However,due to the sluggish consumption caused by the epidemic in recent years and the impact of consumer consumption downgrade,Z Company’s recent direct marketing strategy has not achieved good marketing effects,and the company’s product profits have declined significantly.Therefore,in order to better respond to consumers’ demand for healthy consumption and conform to the changes of organic food market environment,Z Company also needs to find its existing problems and further optimize its green marketing strategy.Therefore,this study will take Z Company as an example to describe its current marketing status.Sort out the current macro environment according to industry competition environment,and the main existing problems of its green marketing are explored.Through case analysis and questionnaire collection,the existing problems of Z Company’s organic food green marketing strategy are discussed,and combined with Z Company’s organic food green marketing needs,optimization suggestions are put forward.The research shows that the main problems of Z Company’s organic food green marketing are as follows: the "green" content in the green marketing strategy is low,the lack of product innovation and product features at the present stage,and the high price positioning of organic food reduces its competitiveness at the present stage;In addition,the current marketing channels still rely on online sales by a single salesperson,and the promotion methods are monotonous and not updated with Therefore,based on relevant theories and combined with enterprise practice,this study puts forward specific optimization strategies for Z Company’s existing green marketing strategies:Through the selection of environmentally conscious consumer groups as the main target market to improve the "green" content of marketing strategy,strengthen the product strategy of green organic characteristics of products,formulate a green price strategy that is more suitable for the current market,build and deepen green marketing channels,and build a comprehensive green promotion strategy.In addition,in order to better implement relevant strategies,safeguards in the implementation of green marketing strategies are proposed,including safeguards in the implementation process and various risk prevention and control safeguards.We strive to provide some reference for Z Company to further adjust its green marketing strategy and enhance its competitiveness.The analysis of Z Company in this study is conducive to clarifying the development context of organic food industry,and can provide a certain reference for other enterprises in this industry to optimize their green marketing strategies.