Research On Green Marketing Strategy Of Aquatic Products Of M Company In Zhoushan City

At present,with the gradual deepening of the concept of green environmental protection,people pay more and more attention to green aquatic products.Therefore,for aquatic products enterprises,how to carry out green marketing and how to make aquatic products better recognized by consumers are directly related to the competitive position of aquatic products enterprises in the industry and the healthy development of enterprises.In view of the above,this paper takes Zhoushan M company as the research object,and uses the marketing theory to carry out a systematic research.In the research,this paper follows the writing idea of "finding problems-analyzing problems-solving problems",and designs six parts for this research.The first chapter is introduction.This paper mainly summarizes the content of this study,explains the research background,research significance and related literature at home and abroad.The second chapter is the basic concepts and theoretical basis.Through the introduction of green marketing,aquatic products and other related concepts,the theoretical basis of this study is explained,which provides a theoretical basis for deepening the research content of this paper.The third chapter is the current situation of Zhoushan aquatic products market.This paper discusses the current situation of Zhoushan aquatic products market and the characteristics of the industry,so as to provide reference for the further analysis of this paper.This part mainly uses the 4P strategy to analyze the green marketing of M company from the company’s own point of view,in order to better diagnose the current situation of green marketing of M company and make a more in-depth understanding.Chapter four This chapter aims to make an empirical analysis of M company’s consumption behavior of aquatic products from the perspective of consumer market in terms of consumers’ cognitive level,quality of aquatic products,consumers’ own economic income,educational structure and age.Through the analysis of consumers’ purchase behavior of aquatic products,it further demonstrates that M company is developing green marketing In addition,it also provides targeted reference for M company to better optimize green marketing strategy and improve green marketing.The fifth chapter is the optimization of M company’s green marketing strategy and the implementation of safeguard measures.Based on the optimization of 4P strategy content,this chapter puts forward some suggestions on the deepening and optimization of M company’s green marketing content.In addition,it also puts forward several safeguard measures from the aspects of talents,resources,internal control and process,so as to provide guarantee for better implementation of green marketing content optimization of M company.The sixth part is the conclusion and prospect.The research contents of this paper are reviewed and summarized.In a word,through this study,on the one hand,it provides relevant reference for the aquatic products industry to practice and implement the green marketing concept,and at the same time,it puts forward some suggestions and references for M aquatic products company to formulate and optimize the green marketing content and improve the green marketing system,so as to help M company better promote the implementation of green marketing strategy,improve the marketing level and consolidate its brand awareness It has certain positive significance and reference value.