The Reseach And Innovation Of Urban Vegetable Marketing Models

Protection of urban vegetable cultivation and sales is particularly important as thevegetable consumption has been an essential part of urban inhabitants’ daily life. Invegetable industry, it’s a long-term that people just focus on planting but neglect themarketing, vegetable cannot be traded effectively, and farmers’ enthusiasm inenhancing the quality of vegetable is decreasing. Under this circumstance, how to finda new urban vegetable marketing model, and promote vegetable production fromquantity to quality have become the most important problems to be solved on time. Inthis study, we surveyed consumer demand of vegetables and explored investigation ofsupermarket and retail enterprises in Shanghai, combined with the existing vegetablemarketing models analysis to find an innovative integrated marketing model dominatedby retailers.Main research content: the form of existing marketing channels and the businessscale, production line characteristics and benefit analysis of them. The investigation ofthe shanghai consumer demand to vegetables and relevant marketing model.Shopkeeper-led vegetables marketing model Analysis.Main conclusion content: The consumer groups of vegetables are getting youngerand pay much money on vegetable consumption. The consumers pay more attention toquality and brand with greater education. Except current standard vegetables market,direct community selling, group buying, VIP home delivery, Internet sales, ecologicaltouring-agriculture garden, by means of combining self-run farm, agriculture-supermarket jointing, O2O electronic commerce, new media Marketing, VIP system,touring-agriculture garden support, the setting-up of a Shopkeeper-led vegetablesmarketing model will be the trend for future.