【作者】 盛丽颖；

【导师】 安玉发；

【作者基本信息】 中国农业大学 ， 管理科学与工程， 2004， 硕士

【摘要】 为了满足人们日益增长的绿色食品消费需求，增加农民收入，应对近年来我国食品出口所遭受的“绿色壁垒”的挑战，解决我国绿色食品营销中所面临的种种问题，本论文以市场营销理论、消费者行为理论和农业产业化等理论为指导，运用比较分析、定性分析和定量分析相结合、案例分析以及计量经济学等分析方法对我国绿色食品营销问题进行了深入的研究。 本文首先引入绿色食品和绿色食品营销的概念，分析了二者各自的特征，阐述了本课题研究的重要意义；然后通过分析绿色食品营销的现状和问题，找出目前制约我国绿色食品营销的主要因素；接着从组织基础、政策法规、市场观念、社会需求等几个方面来分析我国绿色食品营销所面对的环境，重点通过调查问卷深入剖析了影响我国绿色食品消费者行为的具体因素，为营销策略的制定提供依据；为了解决我国绿色食品营销面对的原料短缺问题，使绿色食品营销获得一个可靠的组织保障，本论文分析了目前适合我国绿色食品营销发展的一体化组织模式，并通过实地调研对这种模式下企业和农产的经济效益进行了实证分析；本文最后根据绿色食品营销存在的具体问题和影响我国绿色食品消费者行为的具体因素，结合绿色食品营销一体化组织模式，从多个方面提出适合我国绿色食品发展的具体的营销策略。更多还原

【Abstract】 In order to satisfy the growing demand of green food, to increase present’s income, and to meet the challenge from green barrier in food export, further to solve the problems of green food marketing, this paper gives systematic study on green food marketing in China. The paper is based on the theory of marketing, consumers’ behavior and agricultural industrialization. The following methods are used: comparison analysis, combination of qualitative and quantities analysis, case study, and econometric.First the paper introduces the concept of green food and green food marketing, discusses each characteristic of them, and then states the significance of this study. Second the paper listed the factors, which makes greens food marketing difficult in China by analyzing the current situation and problems of green food marketing, then the paper analyze green food marketing environment from the perspective of organization, policy, market conception, and social demand. Especially, questionnaire is used to explore the concrete factors influencing customer behavior in green food marketing, and it provides the evidence for marketing strategy. To solve the problem of lack of resources of green food marketing in china, and to offer the credit organization for green food marketing, the paper analyze an integrating model of marketing, which is suitable for green food development in China. And a lot of research helps to prove the suitability of this marketing model for profitability of company and presents. Finally, based on the problems of green food marketing, factors influencing customers’ behavior in green food marketing, and the integrating model of green food marketing, it demonstrates concretes marketing strategy suitable for green food development from different perspectives.更多还原