基于食品安全视角的高端农产品营销策略研究

食品安全是全球议题,也是农产品营销策略中首要考虑的重点。近年来农产品营销受我国农业滞后的影响,"白菜价"背后从侧面制约我国农业文明建设,也成为制约农产品走向高端的主要因素。全国农产品市场整体销售额上升,全国农产品批发市场交易额在2016年达到4.7万亿元,累积交易量8.5亿吨。全国范围内,以食品安全为基础的高端农产品市场在近年间得到了迅捷发展。中国农产品进出口统计报告显示2017年我国农产品进出口额2013.9亿美元,同比增长9.1%,其中,出口额为755.3亿美元,增长3.5%;进口额为1258.6亿美元,增长12.8%;贸易逆差503.3亿美元,增长30.4%。整体来看,我国农产品进口额度远超出口额度,且在高端农产品的研发销售中,面临着极大的难题和挑战。在现有的市场营销运作平台下,实施高端农产品的营销策略研究,有助于提高高端农产品市场占有率,增加高端农产品走出国门迎接世界市场的竞争力,降低我国食品安全问题发生的频率。

Marketing strategy of high-end agricultural products based on food safety

Food safety is a global issue and a top priority in agricultural marketing strategies. In recent years, agricultural products marketing is affected by the lag of China''s agriculture, low price restricts the construction of Chinese agricultural civilization from the side, and also becomes the main factor restricting agricultural products to the high-end. The overall sales volume of the national agricultural products market increased, and the total transaction volume of the national agricultural products wholesale market reached 4.7 trillion yuan in 2016, with a cumulative transaction volume of 850 million tons. In the whole country, the market of high-end agricultural products, which is based on food safety standards and regulations, has been rapidly developed in recent years. The statistics report on China''s agricultural products import and export showed that China''s agricultural products import and export volume reached $201.39 billion in 2017, with the increase of 9.1% year-on-year. Among them, exports quotas were $75.53 billion, growth of 3.5%; imports quotas were $125.86 billion, growth of 12.8%; trade deficit was $50.33 billion, growth of 30.4%. Overall, China''s agricultural product import quotas far exceed the export quota, and the monitoring and research of high-end agricultural products faced great challenges. Under the existing marketing operation platform, the marketing strategy of high-end agricultural products will help to improve the market share of high-end agricultural products, increase the competitiveness of high-end agricultural products to go abroad to meet the world market, and reduce the frequency of food safety problems in China.