BCT Organic Certification Body Research On Differentiated Marketing Strategies

With the steady development of China’s economy and the continuous improvement of people’s living standards,people’s desire to pursue a better life is also increasing,and people’s desire for healthy food is getting stronger and stronger.As a pesticide-free,standardized and high-quality health food,organic products have been recognized by consumers.From the national level,various policies have been introduced to support the development of organic agriculture,organic agriculture is one of the core paths to achieve sustainable agricultural development,and realizing the ecological value of organic products is an important way to achieve green transformation of agriculture and fully implement the concept of "green water and green mountains are gold and silver mountains".Governments at all levels also attach great importance to the organic industry and have introduced relevant policies to support the development of the organic industry.As a third-party regulated organic product certification body,it is a guarantee condition for the development of organic agriculture,and under such a large environment,the number of organic product certification bodies is increasing year by year.As one of the many certification bodies,BCT organic product certification body is facing fierce market competition,how to get rid of the existing development dilemma,gain advantages in the competition,and quickly increase its proportion in the organic product certification market is the topic that needs to be studied in this thesis.This thesis takes BCT organic product certification organization as the research object,through the macro environment analysis,competitive environment analysis and SWOT analysis of BCT organization,and the use of 4R service marketing theory as a guide,this thesis understands the current status of marketing strategy of BCT organization from four aspects: association,response,relationship and return strategy,and then combines the employee interview method and customer satisfaction survey method to collect data from the four aspects of association,response,relationship and return strategy,and uses SPSS analysis tools to analyze the reliability and validity of questionnaire data.The main problems in the marketing strategy of BCT institutions are found,and then the STP marketing strategy analysis tools are used to segment the global organic agriculture,China’s organic agriculture and Sichuan organic agriculture development,and clarify the target market and market positioning of BCT institutions on the basis of market segmentation.It is found that compared with competitors,BCT institutions are not obvious enough in certification service product design and service features,institutional positioning and characteristics are not distinctive enough,and brand building lags behind,in view of the complex market competition environment and the actual operating conditions of institutions,this study intends to adopt 4R service marketing theory as a guide,on the basis of STP analysis,adopt differentiated marketing strategies to optimize the service marketing strategy of the institution.In order to ensure the smooth implementation of differentiated marketing strategies,corresponding safeguard measures are also proposed.Through the research on the differentiated marketing strategy of BCT organic product certification body,this thesis solves the dilemma of BCT organization in development to a certain extent,and also enriches the practice and application of 4R service marketing theory and differentiated marketing theory in organic product certification industry.