Study On Organic Marketing Strategy Of Guangzhou FA Farm Company

The environmental pollution and the frequently occurred food safety incidents bring the food safety to the attention of the public.The organic food,which is produced by following the laws of nature and with the characteristics of safe,reliable and trustworthy,is well-loved by the public,especially by the growing middle class.Meanwhile,due to it is a sun-rise industry,the organic food industry is favored by numerous investors.At present,overseas market of organic food is relatively mature,while the domestic one still needs to be improved.By analyzing the macro environment and micro environment of organic food in Guangzhou FA farm,as well as the existing problems in organic food marketing strategy,this paper provides optimizing marketing strategies for the company by using the SWOT analysis method and combinational theory of marketing strategy.This paper is divided into five parts.The first part is the introduction,which introduces the background,significance and practical value,research content and framework,as well as the basic ideas,research methods and technical route.The second part is a review of relevant theories.In this part,it defines the basic theory of organic food,marketing strategies and SWOT analysis firstly.And then it introduces the current situation of organic food marketing research in domestic and overseas,finally it summarizes the reference and implications.The third part introduces the basic situation of Guangzhou FA farm,and then analyzes the macro environment and micro environment of the organic food in the company,as well as the existing problems in marketing strategy.Based on determining the optimization principle and method,the fourth part strategy provides optimizing marketing strategies for the company and puts forward 3 optimizing security measures by using the SWOT analysis method to analyze the organic product’s strengths and weaknesses,threats and opportunities.The last part is concerned on the summary,the prospect,and the shortcomings of this paper.This paper aims at providing optimizing marketing strategies for the company,as well as providing a necessary reference for the development of organic food market in the area of Guangzhou by studying the marketing strategies of organic food Guangzhou FA farm.