【作者】 黄艳艳；

【导师】 杨长峰；

【作者基本信息】 东北林业大学 ， 企业管理， 2009， 硕士

【摘要】 为了满足人们日益增长的绿色食品消费需求,近年来我国政府进一步加大了对绿色食品产业的扶持力度,绿色食品产业得到了空前的发展,目前已经形成了一个覆盖全国的绿色食品生产、认证和分销网络。随着天保工程的实施,林区的木材减产,在一定程度上影响了广大林区群众的生活水平,为了振兴黑龙江省国有林区的经济,增加林区群众的就业率,黑龙江省森工企业近年来开始大力发展绿色食品产业。绿色食品产业的发展与绿色营销是密不可分的,绿色食品产业是绿色营销的载体,绿色营销是发展绿色食品产业的动力。分销渠道是绿色营销组合中的一个重要因素,目前黑龙江省森工企业绿色食品产业发展缓慢,其主要制约因素之一是分销渠道不顺畅,产销脱节现象严重,滞后的经营销售方式制约着黑龙江省森工企业绿色食品产业的发展,因此有必要对黑龙江省森工企业绿色食品分销渠道进行重构,从而提高其分销渠道竞争力和分销的效率、效益。本论文在把握国内外绿色食品分销渠道现状和发展的基础上,以分销渠道、消费者购买行为、交易成本和绿色营销的基本概念和基本理论为理论依据,对黑龙江省森工企业绿色食品分销渠道环境进行分析;剖析黑龙江省森工企业绿色食品分销渠道现状以及存在的问题;对黑龙江省森工企业绿色食品分销渠道进行重新构建;最后为重构后的绿色食品分销渠道提出保障实施的管理对策。希望本文能对黑龙江省绿色食品产业的发展尽一份微薄之力。更多还原

【Abstract】 In order to meet the increasing demand of the green food,in the recently years,the government of China has stepped up to support the green food industry,the development of green food industryin China is becoming very fast,which has established a national coverage of green food production,certification and distribution network now.With the implementation of Natural Forest Protection Project,the reduction of timber production in the forest areas,which affected the living standards of the masses of the forest areas to a certain extent,in order to revitalize the economy of the forest area in Heilongjiang Province and increase the employment rate of the masses of the forest area,the forestry enterprises in Heilongjiang province has begun to develop the green food industry in the recently years.The development of the green industry and the green marketing are inextricably linked,the green food industry is the carrier of the green marketing,and the green marketing is the driving force for the development of the green food industry.The green marketing distribution channel is an important combination of factors;the development of green food industry of the forestry enterprises in Heilongjiang Province is slow,the main constraining factor is the distribution channel is not smooth and the out of touch of production and sales,the lagging patterns of the production and operation of the forestry enterprises in Heilongjiang province restrict its development of green food industry,so it is necessary to reconstruct the distribution channel for the green food of the forestry enterprises in Heilongjiang Province so as to enhance the competitiveness of its distribution channel and the distribution’s efficiency and effectiveness.This paper is based on the status of the green food distribution channel at home and abroad,taken the theories of distribution channel,consumer buying behavior,transaction cost and the green marketing as the theoretical basis,introduces the research status of the green food distribution channel at home and abroad,and on this basis,analyses the green food distribution channel’s environment of forestry enterprises in Heilongjiang Province;Analyses the status and the problems of the green food distribution channel of forestry enterprises in Heilongjiang Province;Reconstructions the green food distribution channel of forestry enterprises in Heilongjiang Province;Finally,proposes management measures to assist the reconstruction’s green food distribution channel.The author hopes this article will be helpful to the development of the green food industry in Heilongjiang province.更多还原