At present, food safety and agricultural pollution arouse public attention. Developing organic agriculture, therefore, is a feasible approach to solve related problems. Caijia wa is a base of organic agricultural prod...At present, food safety and agricultural pollution arouse public attention. Developing organic agriculture, therefore, is a feasible approach to solve related problems. Caijia wa is a base of organic agricultural products of Miyun County in Beijing. Based on the experience of farm management of Taiwan, Caijiawa＇s char- acteristics were explored. Customer requests were collected and analyzed to find growth space of new market. To establish marketing system for Caijia wa Base, three questions should be settled at the very begining. The questions are as fol- lows： Who are the customers to be confronted with？ What＇s kind of product or service can we provide？ What are the causes that customers willing to pay a prod- uct at higher price？ On basis of experience in Taiwan and local characters, the marketing system in Caijia wa Base can be concluded, including segmentation of market, diversification of marketing channel, close contact with clients and flexibility of price system. The pattern of omni-directional, muti-level and wide-ranging cooper- ation has been improved continuously. Finally, marketing system could integrate with social responsibility and sustainable development. Some measures about the marketing system have been proposed, which are believed applicable to other bases of organic agriculture.展开更多
基金Supported by Social Science Research Common Program of Beijing Municipal Commission of Education(SM201110017001)~~
文摘At present, food safety and agricultural pollution arouse public attention. Developing organic agriculture, therefore, is a feasible approach to solve related problems. Caijia wa is a base of organic agricultural products of Miyun County in Beijing. Based on the experience of farm management of Taiwan, Caijiawa＇s char- acteristics were explored. Customer requests were collected and analyzed to find growth space of new market. To establish marketing system for Caijia wa Base, three questions should be settled at the very begining. The questions are as fol- lows： Who are the customers to be confronted with？ What＇s kind of product or service can we provide？ What are the causes that customers willing to pay a prod- uct at higher price？ On basis of experience in Taiwan and local characters, the marketing system in Caijia wa Base can be concluded, including segmentation of market, diversification of marketing channel, close contact with clients and flexibility of price system. The pattern of omni-directional, muti-level and wide-ranging cooper- ation has been improved continuously. Finally, marketing system could integrate with social responsibility and sustainable development. Some measures about the marketing system have been proposed, which are believed applicable to other bases of organic agriculture.
