| A few decades ago,the concept of 'community-supported agriculture'(CSA)was introduced into China.As the problems of food security and environment get more and more serious,CSA has gradually caught people's attention.Generally,the idea of CSA advocates organic farming.And because of its 'embeddedness',this concept is also used by many social organizations as a strategy to solve the issue of poverty in the rural community.What's more,CSA is considered as an alternative model that leads to rebuild the connection between the consumer in the city and the producer in the countryside.This helps to solve the problem that the consumer lacks the understanding about the agricultural production process and therefore they lose their sense of food security,which is caused by the modern market economy.This paper is based on the review of domestic and foreign Community Support Agriculture and Social Marketing theory,Community Supported Agriculture to carry out the promotion of social enterprise as an example,we analyzed the current situation and problems of the industry.From the product,consumer groups,social issues and other aspects of the community to support the external environment of agriculture,using SWOT analysis to summarize the disadvantages,advantages,opportunities and threats of green farming communities to support agricultural marketing.Clear green farming market demand and target market,The Four Ps of Marketing in the design of the marketing mix for both consumers and producers,including products,prices,channels,experiential marketing,including community support for agricultural marketing strategy.In this paper,the proposed Community Supported Agriculture Social Marketing Strategy,conducive to the promotion of community-supported agriculture model to help,and then to a certain extent,to address the needs of rural and urban economic and social problems caused by food safety,To provide reference for individuals and organizations engaged in community support for agriculture. |
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