The Studies On The Marketing Of Xinjiang Organic Food

Xinjiang has certain advantages for development of an organic food industry. Given the significant potential for organic food markets in China and abroad, an important key to success is creation of a sound marketing strategy and system for organic food produced in Xinjiang. Research reported in this paper includes both domestic marketing and international development strategies.Domestic marketing includes marketing within Xinjiang as well as the rest of China. For the Xinjiang market, new marketing research data were collected and analyzed relating to organic consumer behavior in Urumqi, Xinjiang's capital. The research group conducted customer interviews at four large supermarkets and one college in Urumqi. A total of 210 questionnaires were distributed to customers and 201 were returned efficiently. Data were analyzed using the logit statistical model and eviews3.1 software to determine major factors that likely would motivate consumers to purchase organic food. Results indicate that "Age" (z=-2.087586) and "Educational history" (z=2.318091) exert a significant influence. A simple classification was developed and revealed that young adults and mid-age adults with higher education are the major organic consuming groups. "Consumer awareness about organic food" (z=6.308808) and "Don't know where to buy" also are significant factors that affect whether or not customers purchase organic food. Respondents also were aware that organic food costs more, but nearly 80% were willing to accept a higher price. The following recommendations are based on the above research results: 1) initial marketing strategies should focus on those consumers with the above characteristics; 2) more attention should be paid to improve consumer awareness of organic food; 3) effective marketing channels for organic food should be developed; and 4) a culture that values organic food consumption should be promoted. For marketing outside of Xinjiang, additional efforts should be made to combine the consumption characters of those areas' target markets with the strengths of Xinjiang's organic food enterprises. Integrated green marketing strategies also are proposed that are based on green marketing theory. That is, those that include strategies related to product development, pricing, marketing and distribution channel and advertisement as well as government encouragement and aid. Such a multifaceted analysis represents a break with previous research and emphasizes not only consumers and industry as well as a guiding role for government. With respect to the creation of green marketing channels, third-party logistics discussed in this paper should be introduced.With respect to international development strategies, combining agricultural industrialization theories and following Porter's theory of national competition superiority, this paper proposes the development of international competitive superiority for Xinjiang in the organic food industry. But to do so requires developing human capital, constructing an organic food export system, the widening international marketing channels and strengthening of government support.