Marketing Strategy Analysis of Green Agricultural products -- Taking Daqing of Heilongjiang Province as an Example

Abstract

Nowadays, food safety has been paid close attention to. People's consumption demand for safe and green agricultural products is constantly increasing. With the increasing green consciousness of consumers, green agricultural products will become an indispensable part of human pursuit of healthy life, which is the inevitable trend of development. In recent years, the status of agricultural products has been greatly improved, but there are still some problems to be improved in the marketing of urban agricultural products, such as the limitation of target customers, the lack of brand building, the weak marketing strength and the low market recognition. Based on the analysis of the consumption intention and purchase behavior of urban residents for green agricultural products, and on the basis of the analysis of typical foreign development models, this paper explores and puts forward marketing strategies to break through the development dilemma of green agricultural products, strengthen the brand construction of green agricultural products, optimize the logistics distribution and circulation system, and promote the construction of green agricultural products traceability platform with big data.