Featured marketing, order-based marketing, brand marketing, and actively implement the famous brand strategy.

The marketing concepts Shouguang Vegetables believe in are as follows: (1) Specialized marketing strategy. As a national agricultural high-tech industry demonstration zone, when organizing production, it must aim at the high-end market to start from a high starting point, standardize production, and follow The "Three Green Projects" of "opening up green channels, cultivating green markets, and advocating green consumption" require planning and production. (2) The order-based marketing strategy should prevent the trend of "blind men riding blind horses and following the trend" and develop order agriculture. It is necessary to establish production and marketing contracts with leading enterprises through farmers' professional cooperatives, clarify varieties, purchase standards and minimum protective prices, so as to be targeted. Establish long-term production and marketing relationships with supermarkets and farmers' markets to ensure a stable sales channel and space. It is necessary to give full play to the role of cooperatives and their farmer brokers, and strive to make breakthroughs in agricultural products with comparative advantages. (3) Brand marketing strategy should make full use of brand and technological advantages to develop high-standard agricultural product production and management. We must create famous brands and select advantageous products with strong market competitiveness for trademark registration. It is necessary to create a brand with quality, organize production in strict accordance with the production standards of high-quality, green or organic agricultural products, resolutely put an end to the use of illegal drugs, and ensure product quality. It is necessary to create a brand with noodles and do a good job in finishing and packaging. External marketing strategy. We must strengthen our confidence in promoting products outside our homes and across national borders. It is necessary to provide distinctive and specialized products and services according to the needs of different consumer groups in order to form a competitive advantage. At the same time, modern marketing methods such as online sales, long-distance transportation, and window direct sales are adopted to expand the market. (4) Actively implement the famous brand strategy. With the improvement of people's living standards, people's pursuit of brands has become more and more obvious. Brands with high visibility, trust and security will increase the added value of agricultural products. Therefore, efforts are made to cultivate brand-name agricultural products, enhance industrial competitiveness, and bring greater benefits to agricultural product production. It is necessary to pay attention to the effect of Shouguang "Osmanthus" brand vegetables, further create and build the brand, expand and strengthen the professional vegetable and edible fungi brand products, and increase the market share and social reputation of the products. Create a green and pollution-free brand and occupy the market with the registered "Osmanthus Brand".

Shouguang has a long history of growing vegetables. Jia Sixie, an agronomist from Shouguang in the Northern Wei Dynasty, made a scientific and detailed discussion on vegetable cultivation in his agricultural masterpiece "Qi Min Yao Shu". During the Ming and Qing Dynasties, leeks were "already on the market in the cold winter and snow" in early spring and became a tribute to the imperial court. In the middle of the Qing Dynasty, green onions had become an important agricultural product in Shouguang. After the founding of the People's Republic of China, vegetable cultivation expanded in Shouguang. However, due to institutional constraints and other factors, by the mid-1980s, the city only had about 50,000 acres of field vegetables and a small number of soil-temperature greenhouses. It was not large-scale and the efficiency was not high. In 1989, Wang Leyi, the current party branch secretary of Sanyuanzhu Village, took a huge risk and cut down 35 acres of corn that was about to mature. He scientifically transformed Shouguang's "earth greenhouse" and built 17 winter-warming vegetable greenhouses. In greenhouses, through strengthening technical guidance, 17 greenhouses produced cucumbers with thorny tops. From New Year's Day to Spring Festival, the price was 20 yuan per kilogram without any reduction. After harvesting one crop, each greenhouse earned more than 20,000 yuan. A revolution The technological revolution in seasonal cultivation of vegetables began rapidly. Shouguang vegetables began to develop from seasonal open-air cultivation to "evergreen all year round, with vegetables all year round". In 1990, the number of winter-warming greenhouses increased to 5,000, which increased sharply to 25,000 in 1991 and 75,000 in 1992. In 2004, the city's vegetable area expanded to 800,000 acres, including nearly 300,000 winter-heated greenhouses, with an annual output of 4 billion kilograms. This alone increased the per capita income of farmers by more than 3,000 yuan. Nowadays, the winter-heated greenhouse has been updated to the fourth generation. Since the birth of the first winter-heated greenhouse, Shouguang has become the "experimental field" for greenhouse vegetables in the country. In recent years, Shouguang has introduced the most imported vegetables from the United States. There are more than 2,000 new varieties introduced in more than 30 countries and regions, including China, the Netherlands, and Israel. After 1995, vegetable production has developed rapidly across the country. After consumers have basically met their quantitative needs, their quality requirements are also increasing. Market consumption tends to be green and pollution-free food. To this end, Shouguang people, in accordance with the principle of "what others have, I have, and what others have, I have excellence", gradually guided the masses to change the cultivation method of green food and vegetables, and started a second revolution in the vegetable industry with the development of green food and vegetables as the main content.

The "Technical Regulations for the Production of Green Food and Vegetables" was compiled. The municipal government invested 10 million yuan to establish a municipal agricultural and sideline product quality inspection center. Each township has built 19 rapid vegetable quality testing rooms to conduct random inspections of vegetables entering supermarkets. More than 100 samples are tested every month, and vegetables that seriously exceed the standard are resolutely destroyed. Shouguang City has also invested more than 200 million yuan to establish Shandong Shouguang Vegetable Industry Group, an electronic toll settlement center, a vegetable distribution center, and a large agricultural input market that sells chemical fertilizers, seeds, agricultural film, pesticides and other production factors. . In the wholesale market, a special area for "safe vegetables" and a vegetable electronic auction center have been set up. From small to large, from weak to strong, the market has been expanded 10 times, with an annual transaction volume of 1.5 billion kilograms and a transaction volume of 2.8 billion yuan. It has become an important vegetable distribution center, price formation center and information exchange center in the country, and one of the top ten farmers' markets in the country. one.