Abstract
With the improvement of people's living standards and the increasing emphasis on food safety, the green agricultural products industry has been growing. Based on the current achievements of Heilongjiang agricultural product brand and marketing, this paper analyzes the demand, price, channel, promotion and other aspects of green agricultural products from the perspective of consumer willingness and consumer behavior. Combined with the natural conditions of green agricultural products and based on the actual situation, this paper puts forward feasible marketing strategies for green agricultural products. On the one hand, the development of green agricultural products industry is conducive to creating a green and environmental business environment. On the other hand, it can further promote food safety, tap the local market demand, develop potential customers, and explore the combination of modern information technology and agricultural development. Some marketing strategies to adapt to the green agricultural products are put forward, such as expanding the docking of agricultural supermarkets, developing the community green agricultural products supermarkets, and the new development of mobile e-commerce.
Highlights
1.1 Research background and significanceChina has made major decisions and arrangements on the work of "agriculture, rural areas and farmers", formulated the strategic plan for Rural Revitalization (2018-2022), and made important instructions on the construction of agricultural product brand and agricultural product circulation system
In the report on the work of the government in 2019, it is proposed to "implement the project of maintaining agricultural products with geographical indications", and it is emphasized to adhere to the guiding ideology of giving priority to the development of agricultural and rural areas, to build specific brand and circulation system of agricultural products, to transform extensive management into refined and scientific management, and to implement modern agricultural management technology
This paper analyzes the advantages and current situation of the development of green agricultural products in Heilongjiang Province, and the difficulties faced by the construction of the circulation system
Summary
China has made major decisions and arrangements on the work of "agriculture, rural areas and farmers", formulated the strategic plan for Rural Revitalization (2018-2022), and made important instructions on the construction of agricultural product brand and agricultural product circulation system. In the report on the work of the government in 2019, it is proposed to "implement the project of maintaining agricultural products with geographical indications", and it is emphasized to adhere to the guiding ideology of giving priority to the development of agricultural and rural areas, to build specific brand and circulation system of agricultural products, to transform extensive management into refined and scientific management, and to implement modern agricultural management technology In this context, this paper analyzes the advantages and current situation of the development of green agricultural products in Heilongjiang Province, and the difficulties faced by the construction of the circulation system. Combined with the natural conditions of green agricultural products, and based on the actual situation, feasible marketing strategies for green agricultural products are put forward to explore the local market demand, provide accurate auxiliary information for its potential customers, and enter the target market, exploring the combination of modern information technology and agricultural development, and exploring marketing countermeasures and suggestions suitable for green agricultural products, so as to help the development of green agricultural products industry
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