Marketing Strategies Of Agricultural Product Processing Enterprises Based On Enterprise Social Responsibility

Corporate Social Responsibility (CSR) as an important business developmentissues are getting more and more attention. It has a close relationship on the businessactivities such as strategy decision, marketing management and HR management. Itbecomes an important issue that how to run business from the CSR perspective. Asan important force in the development of the agricultural industry, China’sagricultural products processing enterprises gained rapid development. Specially, thenational strategic adjustment of agricultural development provides policy andstrategic support for China’s agricultural products processing enterprises. At themeantime, for the financial crisis, agricultural markets gradually revitalized, theprospect of China’s agricultural products processing enterprises market is broad.Despite the current development of China’s agricultural products processingenterprises in good shape, but in the long run, the operational management,especially marketing practice in most of our agricultural products processingenterprises is still relatively inexperienced, lacks of market adaptability. On the otherhand, affected by the market economy, industry confronts an increasinglycompetition, so in order to pursue the maximization of corporate interests, manyagricultural products processing enterprises ignores corporate social responsibilityand there are a series of incidents detriments to the safety of consumer.Based on the theory of corporate social responsibility, market positioningstrategy theory, sort of marketing strategy, product portfolio, this paper provides atheoretical basis of social responsibility for marketing in agricultural productsprocessing enterprises, at the meantime, gives a deep analysis for China’s agricultural products processing enterprises to know the status quo and problems inthe marketing process from the perspective of social responsibility, and points outthe importance and the need of corporate social responsibility for market-basedmarketing plan. In order to verify the importance of social responsibility foragro-processing corporate, the paper specifically does an empirical study on thecustomer’s purchase attention for agricultural products and agricultural productsprocessing enterprises social responsibility, the findings indicate that customers of acorporate social responsibility agro-processing knowledge is higher, then the theirwillingness to purchase agricultural products the greater, and the results prove theimportance of social responsibility for agricultural products processing enterpriseslies.Based on the results of empirical analysis, this paper further provides a set ofstrategy based on social responsibility for the marketing of agricultural productsprocessing enterprises. Specifically it includes an external drive mechanism for theprocessing of agricultural products marketing as to corporate social responsibility,which indicates that among the external agricultural products processing enterprisesenvironment, government, market and labor forces can bring an external drive foragricultural products processing under social responsibilitiy; agricultural productsprocessing enterprises should follow the principle of marketing based on socialresponsibility, specifically including the marketing principle of economicresponsibility, legal responsibility, ethical responsibility and philanthropicresponsibility; the target market selection of agricultural processing enterprisesincludes agricultural products market segmentation, target market and agriculturalbrand positioning; and about marketing mix strategies, agricultural productsprocessing enterprises should fulfill the requirements of agricultural productsprocessing enterprises in the product, price, place and promotion, which is linked tocorporate social responsibility.