With the implementation of sustainable development strategy and the promotion of food safety concept, consumers pay more and more attention to the nutrition and safety of food. Will all parts of the country take the development of green food as construction? Green agriculture? Breakthrough, then how should the marketing of green food market be carried out? Let's have a look!
First, macroscopically, optimize the marketing environment of green food.
1. Accelerate the legislation of green food and create a good legal environment for the development of green food market. Adapt to the trend of economic globalization, adjust the current laws and regulations in time with reference to international practices, promote green marketing by compulsory means, and gradually bring it into the legal track, such as its application in agricultural production? Polluter pays? Principle. As soon as possible? Green food management regulations? Legal basis for standardizing and expanding green food market.
2. Strengthen publicity and education to guide green food consumption groups. Consumers' cognition and acceptance of green food needs a process, which requires multi-level consumer-oriented green food publicity activities to urge people to change their consumption concepts, accelerate their cognition of green food, expand the consumer groups of green food, and transform the potential market demand of green food into real demand.
3. Strictly manage the market and expand the main interests of the green food market. At present, the products in the green food market are very irregular. Green? There are many products, but few products have passed the green food certification or organic certification. To this end, the government should organize and coordinate technical supervision, industry and commerce and other relevant departments, establish and improve the market supervision and management system, and increase the protection of green food trademarks.
4. Strengthen the innovation of green food technology system. To develop green food, we must conform to the standards of regulating environmental conditions, production technology, products, packaging, storage and transportation, etc. We must attach importance to the innovation of green technology, and strengthen the research and development and popularization of high and new technologies suitable for the development of green food and easily accepted by farmers, especially the green food production materials developed by applying modern biotechnology, such as biological pesticides and biological fertilizers.
Second, at the micro level, strengthen the marketing of green food enterprises.
1. Choose different marketing strategies for different consumer groups. According to the types of green food and the characteristics of consumer groups, different marketing strategies are adopted, and there are differences in product mix, packaging, pricing and promotion. From the perspective of product types, nutritional products should adopt high-priced and high-grade strategies and be beautifully packaged; Children's food should not only be healthy and nutritious, but also pay attention to the taste and the interest of packaging and publicity. From the consumer's point of view, different consumer groups have different consumption preferences. For those with higher education level, we should emphasize the promotion of environmental protection and social ethical responsibility; For high-income youth, we can adopt the strategy of high price and high quality, pay attention to publicizing the cultural connotation of trendy fashion and pay attention to the convenience of packaging to adapt to the rhythm of modern life.
In a word, the demand market of green food is different in different regions, and the above factors should be fully considered in the pricing of green food in order to achieve the purpose of popularization.
2. Strengthen brand integration and set up green food enterprise groups. Product brand image design should not only highlight the cultural characteristics (including local culture and corporate culture) and business philosophy of the enterprise, but also highlight the ecological connotation, and conform to the development trend of international famous brand products with unique creativity, novel modeling and distinctive corporate identity system (CI). In order to expand the scale and enhance the market competitiveness, green food marketing enterprises can learn from the successful experience of some brand groups (such as Yili Group and Wandashan Group), accelerate the process of brand integration and grouping of green food, and set up large enterprise groups across regions, ownership and industries according to the ecological environment and economic regional layout.
3. Choose appropriate marketing channels to expand the green food sales market. According to the characteristics and market scale of green food, the length of distribution channels and the number of middlemen are determined. At the same time, we should also pay attention to the combination of channels. Generally, short and narrow channels (such as specialty stores and retail outlets) are more conducive to directly facing consumers and guiding the consumption demand of green food. And long and wide channels (such as chain stores and supermarkets) can effectively solve the problem of popularization of green food and expand market share. In addition, the Internet can also be used to open up remote markets (including foreign markets), which will be an important commodity marketing channel in the future.
Seize the opportunity of joining WTO and expand the export of green food. After China's entry into WTO, agricultural products with comparative advantages are facing export opportunities. Especially AA-grade green food, which is in line with international organic food, has great export potential. Therefore, firstly, we should strengthen the marketing channels and network construction of green food in the international market, and secondly, we should formulate different product quality standards for different countries. Although there is IFOAM certification, its standards are not necessarily recognized by various countries because it is not mandatory. At present, there is no international certification system for organic food recognized by all countries in the world. Therefore, different quality standards can be formulated according to the certification systems of different countries, which is something that China green marketing enterprises need to consider when exporting.
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