A Study On The Ecological Chicken Marketing Strategy Of Guiyang City

The great progress in economy has been made by china, in this context, the income level of residents has also increased, and at the same time the food safety has attracted increasing attention due to its importance. Such a situation is of concern, the traditional model of outputs broiler chickens has the difficult to supply the public pursuit the of food security and health, yet, the ecological chicken with its abilities of green and safety gradually attracted more consumers, which provide a huge market space. However, the academic session did not pay enough attention to the problem of the ecological chicken’s marketing. Throughout the domestic and international, there is no professional article about the ecological chicken’s marketing, let alone systematic study of this. Pushing by this social need, the study of the ecology chicken marketing will get more attentions, and more researchers. Such was the background of this article.This paper has vast importance; on the one hand, the academic session did not make researches specifically on the ecological chicken’s marketing, this paper can fill the gap; whether its research perspective or paradigm, it has great significance. On the other hand, this research can supply people’s need of the food’ abilities of green, ecology, health and safety, and also can increase chicken farmers’ incomes and protect the environment. Above all, the research of this paper has special reference to similar products in logistics and marketing. This paper would expound the model of the ecological chicken’s produce, logistics and marketing, which has great importance to other similar products.This thesis is focused on the concept and theory of the ecological chicken’s marketing; the status of the ecological chicken’s marketing in Guiyang city; the analysis of the ecological chicken’s marketing in Guiyang city; the strategy of the ecological chicken’s marketing in Guiyang city. On the basis of empirical analysis, we draw the following conclusions:It involves seven aspects of the problem of the ecological chicken’s marketing in Guiyang city.1、Market segmentation and market position are not definite.2、The market size is not big enough to use the marketing strategy of vast market3、The farm is always far away from the market, so it’s hard to keep the chicken fresh4、The consumers lacked the ability to tell the product.5、 Marketing channel is single6、Brand awareness is low7、Lack of the place to sell the product. For below issues, this paper offer these proposal:clear about market segmentation and market position, augment the marketing channel, establish the geographical indication; use the brand strategy; set up the cooperative; trying to integrate production, supply, and sale; more advertisement; set up the product market.; these are the ways to develop the ecological chicken’s marketing.The beauty of this paper, for the first time it is a systematic research on the ecological chicken’s marketing.