Marketing Strategy on Ecological Meat
|School||Central South University of Forestry Science and Technology|
|Course||Rural and Regional Development|
|Keywords||Ecological meat Product differentiation strategy Brand strategy Stopgap strategy|
With the increase of residents' income and changes in consumer attitudes , people pay more attention to food safety and health . Meat and their products as a necessity of life , more and more attention of consumers . In recent years , with the people of the meat contained antibiotics, hormones and other harmful substances understanding deepening , consumers are increasingly inclined to the consumer with a healthy , non-polluting, non - pesticide residues and other characteristics of the ecological meat . This provides a broad market space for the development of ecological meat , its market potential is more and more the attention of the meat business . In the face of the huge market potential and the opening up of the market environment , ecological meat enterprises how to determine their status, and frankly to meet the challenges and seize the opportunity to become bigger and stronger companies are very concerned about the problem . This article discusses mainly from six levels : the first level : parsing the theoretical basis of the ecological meat marketing , to explore the practical value and theoretical significance of the research to accelerate the ecological meat marketing , introduced this thesis, the research , the present paper innovation place and inadequate . The second level : an overview of the theory associated with the paper . The third level: Overview of meat marketing status quo and development trends . Define the basic concepts of ecological meat . Fourth level : use of AHP ( Analytic Hierarchy Process) analysis of the elements of the process of the formation of the ecological meat . Fifth level : research eco- meat product differentiation strategy , brand strategy , market stopgap strategy , analysis of the perpetrators of the three strategic reasons as well as specific measures . Sixth level : empirical analysis of Changsha of Sharon Animal Husbandry Co., Ltd. as an example and argumentation theory put forward in this article .