Dilflculties And Solutions Of Bee Products Enterprise Marketing Management In Beijing

Apiculture is a traditional industry in China, which has the largest amount of bee colonies,production of bee products, and total export amount across the globe. As an important part of modernagriculture in China, apiculture plays a significant and indispensable role in increasing the income of thebeekeepers, meeting the needs of the consumers at home and abroad, maintaining the ecological balanceand improving people's health. A branch of apiculture dealing with the production of bee products is themajor momentum in the development of the whole bee industry. Thus, bee-products enterprise (BPE) asone of the main body of the bee industry, the success of its marketing and management, not only relatedto the success of the BPE, but also the health of the bee industry. It is Important to study the Beijing areabee enterprise marketing management to improve the competitiveness of BPE in Beijing.In this paper, the current status of the industry environment of bee products production and themarketing management of BPE in Beijing were studied and researched via many methods, likededuction, comparison, and causal analyses. And the results showed that BPE were facing someproblems: the idea and their concept of marketing management at local BPE were mostly outdated;homogenization occurred everywhere in this business; the marketing channels were limited and alsoold-fashioned; effective management was absent in the consumer service area; new techniques were notfully applied in the area of production. To solve these problems, a concept of "Whole MarketingPackage" was proposed in this study. This marketing strategy was a series or package of methods: thewhole idea of this marketing strategy should be consumer-oriented; new bee products and more rawmaterial and production bases should be developed; new channels for the marketing should bediscovered and e-commerce be used; pricing should be smart and market-oriented; advertisement andpromotion activities can be more applied to increase the sales of the bee products. Through these means,the long-standing problems BPE are facing now will be solved and the marketing management level inlocal BPE is supposed to be improved.