The purpose of this study is to suggest the marketing model for small trader of green goods in agricultural products. Green goods become the center of public interest because environmental pollution gets more strained. Because green goods in agricultural products stand in need of a small capital, they are suitable for operating in small trader.
From this point of view, this study is to aim at purposing the marketing model of small trader in green agricultural products.
The model is composed of four units, that is, marketing research, market segmentation, market targeting, market positioning. Marketing research consists of research design, information classification and data collecting. Market segmentation make it a rule to set standards for segmentation, namely, ages, income, health condition, life style, chasing power, usage, etc. Market targeting is to estimate segmented markets by values for customer, profitability for small trader, innovation for distribution industry and to select one or more markets among them. Market positioning is the act of designing the small trader's product and market mix to fit a given place in the customer's mind. It is the most important among components of the marketing model for small trader in green goods.
Market positioning is established on the basis of the hierarchy concepts, that is to say, marketing concept, strategic concept, target concept, reaching concept, positioning concept.