Marketing Strategy Analysis Of Safety And Quality Fruits & Vegetables

It was Dr. Dinghuan Hu, coming from Institute of Agricultural Economics, Chinese Academy of Agricultural Sciences, who firstly mentioned to develop safety and quality agrifood in China on the training class of supply chain management of agrifood, which was held by ministry of Agriculture And Food in Canada (AAFC), Canadian International Development Agency (CIDA) and the Center for Agricultural and Rural Development in Zhejiang University (CARD) in May, 2006.This article is intended to provide some analysis of and to probe into the marketing strategy of safety and quality fruits & vegetables by using Positioning, 4C's marketing theory, so as to make suggestions for the future development of safety and quality fruits & vegetables.The article consists of 5 parts.Preface outlines the whole article.Part One is briefing the industry of fruits & vegetables, focusing on the current industrial conditions, the key problems and future developing trend. The industry authentication system was introduced as well.Part Two is the definition of safety and quality fruits & vegetables, focusing on the main factors that influence the safety and quality of fruits & vegetables and the main export obstacles for fruits & vegetables.Part Three is analyzing the strategic conditions of safety and quality fruits & vegetables industry, focusing on industrial conditions and general conditions.Part Four is using positioning theory and 4C's theory to make suggestions for the marketing strategy of safety and quality fruits & vegetables industry.Part Five is a brief sum-up of this article.