HF公司有机蔬菜产品市场营销策略研究
摘要
近年来随着中国经济的发展，人们生活水平提高，居民消费理念逐渐发生转变，
健康、安全、时尚的消费观念正在形成。有机食品作为最主要的健康食品正在改变
我们的传统饮食消费观念，国内有机蔬菜市场也将成为最具发展潜力的饮食消费市
场。然而现阶段我国有机蔬菜产业发展缓慢，有机蔬菜产品市场营销渠道不畅通、
产销脱节问题严重、市场经营销售方式滞后成为制约有机蔬菜食品产业发展的主要
因素。
论文以 HF公司为研究对象，对 HF公司有机蔬菜产品营销现状进行了深入分
析。通过运用外部营销环境与 SWOT综合分析方法等，对 HF公司市场营销环境进
行了宏观与微观分析，得出该企业具有规模化、一体化、数字化种植技术及资金支
持等方面的优势；同时也存在企业管理有待加强、国内市场开发不足、线下线上渠
道覆盖面窄、缺少市场营销理论支持等劣势；在机遇方面有着社会发展的需要和政
府政策方面的支持；也面临着有机产品信任危机、发展空间有限、绿色贸易壁垒等
方面的威胁。在此分析的基础上从 4P营销组合策略即产品、价格、渠道、促销四个
方面进行了市场营销策略具体制定，最后提出了人力资源保障、制度保障、建立数
据管理系统、设立营销反馈机制等实施保障措施。
本文对有机蔬菜产品市场营销策略的研究也可为国内其他相关企业市场营销策
略提供参考，并希望促进有机蔬菜产品行业的健康发展。
关键词：有机蔬菜营销策略 HF 公司保障措施

RESEARCH ON MARKETING STRATEGY OF
ORGANIC VEGETABLE PRODUCTS OF HF COMPANY
ABSTRACT
In recent years, with the development of China's economy and the improvement of
people's living standards, the consumption concept of residents has gradually changed, and
the consumption concept of health，safety and fashion is taking shape. As the most
important healthy food, organic food is changing our traditional dietary consumption
concept. The domestic organic vegetable market will also become the most potential dietary
consumption market. However, at present, the development of organic vegetable industry
in China is slow, the marketing channels of organic vegetable products are blocked, and the
production and market are seriously disjointed. What’s worse, the lag of sales mode has
become the main factor which restricts the development of organic vegetable industry.This
paper takes HF company as the research object, and makes a deep analysis of the present
situation of organic vegetable product marketing in HF company.
Through the analysis of HF company's marketing environment by using the external
marketing environment and SWOT comprehensive analysis method, it is concluded that
the enterprise has the advantages of large-scale, integration, digital planting technology and
financial support. At the same time, there are some disadvantages, such as enterprise
management needs to be strengthened, inadequate domestic market development, a narrow
coverage between offline and online channels and lack of theoretical marketing support. In
terms of opportunities, HF company meets the the needs of social development and has the
support of the government policy. But there is also a crisis of confidence in organic products,
limited space for development and threats of green trade barriers.On the basis of this
analysis, the marketing strategy was specifically formulated under the background of
consumption upgrading from four aspects of 4P marketing combination strategy, namely
Product, Price, Place and Promotion, and finally the implementation guarantee measures

such as human resource guarantee, system guarantee, data management system and
feedback mechanism of marketing are put forward.
At the same time, the study of organic vegetable product marketing strategy can also
provide a reference for other relevant domestic enterprise marketing strategy, and hopes to
promote the healthy development of organic vegetable product industry.
KEY
WORDS: organic vegetables marketing strategy HFcompany supporting
measure
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